Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 17

Explain why marketing managers should understand consumer behavior. Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the products they buy. An understanding of consumer behavior reduces marketing managers' uncertainty when they are defining a target market and designing a marketing mix.
1.1 The type of decision making a consumer uses for a product does not necessarily remain constant. Why? Support your answer with an example from your own experience.