In Conclusion :

An understanding of consumer behavior is an important part of comprehending the allo- cation of

resources by individuals. Consumption decisions are made based upon a logi- cal process valuing utility,
price, and income alternatives. Firms seek to understand this process in order to better serve
consumers. Firms employ brand managers to allocate resources to effectively serve consumers on a
product or service. These decisions might involve redesigning products or better targeting consumer
markets with information.