The role of consumer behavior in present marketing Management scenario

The behavior that the consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior is influenced by various factors like individual, environmental and decision making. And these factors may be helpful to marketers in their marketing. Marketing is all about understanding consumer needs and steering the customer toward your product by creating certain wants in the minds of the customer. To do this marketers should be aware of the consumer buying behavior process. Consumer buying behavior process includes buyer recognition, information search, evaluation of alternatives, purchase decision and post purchase decision. The first basic and general objective of this paper is the analysis of the consumer behavior in relation to marketing management.