Consumer behavior and competitive insights

OVERVIEWConsumer Behavior (CB) is the “psychology” of marketing. One definition of a ConsumerBehavior is the study of individuals, groups, or organizations and the processes they use toselect, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs andthe impacts that these processes have on the consumer and society. Studying consumer behavioris important because marketers need to understand what influences are associated withconsumers’ buying decisions.INSTRUCTIONSThis Promotions Project: Consumer Behavior and Competitive Insights Assignmentis all about developing a better understanding of CB theory as it helps marketers decide how topresent 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 consumersand ultimately convert them into customers.Research Questions for the Promotions Project: Consumer Behavior and CompetitiveInsights Assignment: Instructions for the assignment will be uploaded.