Reboqui

o,JamesCedr
ickS.

BSBM-
MM-
2-2

Whyshoul
dmanager
s,adv
ert
iser
s,andot
hermar
ket
ingpr
ofessi
onal
sbot
hert
olear
n

aboutconsumerbehav
ior
?

Consumerbehav
iori
stheser
iesofbehav
ior
sorpat
ter
nst
hatconsumer
sfol
l
owbef
ore

maki
ngapur
chase.I
tst
art
swhent
heconsumerbecomesawar
eofaneedordesi
ref
ora

pr
oduct
,thent
heyconcl
udeswi
tht
hepur
chaset
ransact
ion.Consumerbehav
iori
soneof

consi
deri
nter
msofbusi
ness.I
fyouar
ebusi
nessmany
ouwi
l
lnotcomeupabusi
nessi
fyou

don’
thav
easpeci
fi
cgoal
,i
twi
l
lusel
esst
haty
oucomeupabusi
nessandy
oudon’
tknowy
our

consumerbehav
ior
.Soasmanager
s,adv
ert
iser
set
c.f
ir
stt
hingf
ir
stt
haty
ouwi
l
lconsi
der
edi
s

y
ourconsumerbehav
iordon’
tcomeupofi
deast
hatbey
ondi
nyourconsumerbecausey
our

busi
nessi
sdependi
nyourconsumer
.Forexampl
eyouhav
eabusi
nessofLi
ghtSt
ick(
forKpop

Gr
oups)andy
ouwantt
het
argetconsumerofy
ourbusi
nessar
eage30abov
esoy
ourbusi
ness

i
snotaccur
atei
nyourt
argetconsumerbecauseLi
ghtSt
icki
sfort
eenager
sandmi
d20’
sof

t
her
eli
fesoy
ourbusi
nessmayf
il
ebankr
upt
cy.Consumerbehav
iorwi
l
lusef
ult
olear
nbecause

t
hisi
swher
eyouri
ncomest
art
sandbyt
hisy
ouwi
l
lawar
einy
oursur
roundi
ngst
hatt
her
ear
e

notal
lthesame.