This document discusses the importance of understanding consumer behavior for marketing managers. It states that consumers' preferences are constantly changing, so understanding how consumers make purchasing decisions can help identify the most important attributes for different target markets. This allows marketers to more easily design and develop effective marketing strategies tailored to each target segment. The document also discusses how beliefs and attitudes influence consumer decision making, and how marketers can aim to change attitudes toward brands by modifying beliefs about product attributes, beliefs about attribute importance, or adding new beliefs.