This document discusses consumer behavior and how understanding it can help marketers overcome complications in reaching consumers. It explains that consumer behavior involves mental and physical activities of households, individuals, groups and businesses as they make decisions to select, pay for, obtain, consume and dispose of products. Marketers must understand the influences on consumers including organizational influences to effectively market to consumers during the different stages of obtaining, consuming and disposing of products.

1. APARNA GOYAL Asstt. Prof., Marketing CONSUMER BEHAVIOUR

2. The path to reach the consumer is paved with complications CB is just THE way of solving it Advertiser Consumer

3. MARKET STRATEGY MARKET ANALYSIS MARKET SEGMENTATION CONSUMER BEHAVIOUR OUTCOMES

4. CONSUMER BEHAVIOUR Mental + Physical ACTIVITY Households, Individuals, Groups, Businesses DECISIONS Select, Pay, Obtain, Consume, Dispose

5. CONSUMER INFUENCES ORGANIZATIONAL INFLUENCES OBTAINING CONSUMING DISPOSING