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This paper looks at how consumers behave in marketing and its environments. Having the consumer’s cultural background as the major pivotal to most of the complex marketing and sales decisions the marketers undertake before acquiring a product. The social and environmental forces also play important roles to stimulate consumer decision process. The consumer is clearly defined by drawing boundary lines between the consumer and the customer; and deciding where they are related and separated. Different types of behavioral concepts are also brought to the frontline of consumer decision making summing up to the building of behavioral models.
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