Consumer behavior
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Consumer behavior is the study of how individuals, groups, and organizations elect, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
Definition
According to Marketing Management by Keller and Kotler (15th edition),
- Consumer behavior. The study of how individuals, groups, and organizations elect, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
