CONSUMER BEHAVIOR AND COMPETITIVE INSIGHTS

OVERVIEW
Consumer Behavior (CB) is the “psychology” of marketing. One definition of a Consumer
Behavior is the study of individuals, groups, or organizations and the processes they use to
select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and society. Studying consumer behavior
is important because marketers need to understand what influences are associated with
consumers’ buying decisions.
INSTRUCTIONS
This Promotions Project: Consumer Behavior and Competitive Insights Assignment
is all about developing a better understanding of CB theory as it helps marketers decide how to
present their products in a way that generates maximum impact with customers and consumers.
In addition, a better understanding of CB theory helps marketers reach and engage consumers
and ultimately convert them into customers.
Research Questions for the Promotions Project: Consumer Behavior and Competitive
Insights Assignment: Instructions for the assignment will be uploaded.