Retailing and Consumer

Consumer Behavior

For marketers, selling to consumers requires a deep understanding of how purchase decisions are made. In this area we addresses consumer issues with a focus on how consumers make purchase decisions including our own detailed tutorial covering basic issues in consumer buying behavior.

Principles of Marketing Tutorials
This Topic Area is also Mentioned in the Following KnowThis.com Tutorials: Retailing Targeting Markets Consumer Buying Behavior What is Marketing Click Here to See List of All Principles of Marketing Tutorials

Marketing Stories for Topic Area

Consumers Turn to Bartering for Goods, Services (dealing with economic downturn) Associated Press (via Google)
Guessing the Online Customer’s Next Want (techniques for predicting what customers want) New York Times
Conspicuous Consumption and Race: Who Spends More on What Knowledge@ Wharton
Men Buy, Women Shop: The Sexes Have Different Priorities When Walking Down the Aisles (differences in retail buying behavior) Knowledge @ Wharton
1,200 Marketers Can’t Be Wrong: The Future Is in Consumer Behavior New York Times
How China Buys Cars (how Chinese customers making buying decisions) Forbes

Click Here to See All 24 Stories for Topic Area

The Weblinks Collection

ChangingMinds *This site's principle focus is on the concept of persuasion and how persuasive techniques can be used in both beneficial and harmful ways. For marketers the most important contribution is the coverage this site provides for: 1) understanding how people communicate, with coverage of the communication process, the effect of words, and the importance of colors; and 2) understanding personal selling, with coverage of handling objections, negotiation and closing the sale.
Consumer Psychologist *Well developed site that includes materials covering basic marketing principles with particular emphasis on consumer behavior.
Decision Analyst White Papers *This marketing research company site offers several well-done white papers covering an array of market research topics including: advertising research, new product development, online and qualitative research, and consumer behavior
Food and Brand Lab - Cornell University *University research site that offers a number of interesting articles related to food marketing including issue related to consumer behavior, packaging and branding.
People Like Us *This website supplements a PBS series that examines social class in America and for marketers provides useful information for learning what influences behavior. While full-length programming is not available there is a lot here including video clips, games for identifying social class, teachers guides and a much more.

Consumer Buying Behavior Tutorial
Find extensive coverage of consumer behavior in the Consumer Buying Behavior section of our highly detailed Principles of Marketing tutorial. Click Here for Tutorial