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Define consumer behavior and discuss the underlying premise of consumer behavior, the marketing concept. Why is consumer behavior rooted in the marketing concept? Support your position in a minimum of 200 words. Respond to at least two of your classmates' posts with substantive posts. Posting "I agree" postings will not be eligible for participation credit. Instead, your responses should further along the discussion by providing an illustration or experience or, in some cases, constructively disagreeing.

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Define consumer behavior and discuss the underlying premise of consumer behavior, the marketing concept.

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Consumer behavior can be defined as the study of consumer's thoughts, feeling and actions pertaining to their purchase decisions. Consumer behavior tries to understand buyer's or purchaser's decision making process and tries to understand that why, how, when and where a consumer buys a product. The study of consumer behavior helps marketers in understand that how consumers think, feel, reason and select between different alternative products or services and arrives at this final decision ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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