CONSUMER BEHAVIOR

Consumer is regarded as the king in modern marketing. In a market economy, the concept of consumer is given the highest priority, and every effort is made to encourage consumer satisfaction. Consumer behavior covers a broad variety of consumers based on diversity in age, sex, culture, taste, preference, educational level, income level, etc. Consumer behavior can be defined as ¿the decision process and physical activity engaged in evaluating, acquiring, using or disposing of goods and services.¿ Market segmentation is an important aspect of consumer behavior. Consumers can be segmented along many dimensions, including product usage, demographics (the objective aspects of a population, such as age and sex) and psycho graphics (psychological and lifestyle characteristics). Emerging developments, such as the new emphasis on relationship marketing and the practice of database marketing, mean that marketers are much more attuned to the wants and needs of different consumer groups. Marketing activities exert an enormous impact on individuals.