Understanding the consumer decision-making process is integral to influencing the outcome of consumer behavior. The consumer cannot be viewed as an abstract, making random decisions based upon convenience, opportunity or chance. Rather, there is ample research to suggest that consumers can be well-understood personas and their behaviors can be - if not overtly predicted - then influenced in a certain direction that will satisfy both their needs and desires along with those of the service or product provider. Show
What is Consumer Behavior?The study of consumer behavior is concerned with how individuals and organizations make purchases and support brands. Behavior, motivations, and psychology are the main areas of study in this field. The important thing to know is that the buying journey is composed of countless small and large consumer behaviors that can be influenced to make the final buying decision in the best interests of both the consumer and the product or service provider. Consumer behavior is at the root of the consumer decision-making process, and so it must be clearly understood, defined and acted upon across all service interactions. Why is Consumer Behavior so important?Consumer behavior defines what channels the consumer will go through on their way to making a buying decision. What is so important - and interesting - about consumer behavior is that everyone arrives at decisions in their own unique way. But it's not so unique that it can't be studied and predicted. It puts the onus on product and service providers to do the research and understand their target market and their respective consumer behaviors. It's actually the decision-making process that must be understood and leveraged, and consumer behavior goes hand-in-hand with that. Consumer behavior is the process. When a consumer embarks on the buying journey, they exhibit certain behaviors. They think, feel and take action. These thoughts, feelings, and actions can be "helped along" or guided. It is the understanding of consumer behavior that enables a product or service provider to help the consumer make a satisfactory choice. SERVICE EXCELLENCE
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