What Is Consumer Behavior in Marketing? - Factors, Model & Definition


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How is consumer behavior studied?

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1. How can marketing departments benefit from understanding consumer behavior?

2. What is consumer behavior?

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About This Quiz & Worksheet

Understanding how and why consumers decide to buy products and services is invaluable information for marketing professionals who use that data to design advertising to influence purchases and boost sales. This quiz/worksheet combo explains the methods the marketing industry uses to gather information about consumer behavior, and it helps you understand the types of data collected and how it is analyzed and used to sell goods and services.

Quiz & Worksheet Goals

In these assessments, you'll be tested on:

  • Consumer behavior research
  • Uses of consumer behavior data
  • Definition of consumer behavior
  • Factors that affect purchasing decisions
  • Use of personal information in marketing

Skills Practiced

This quiz and worksheet lets students practice the following skills:

  • Knowledge application - use your understanding of the study of consumer behavior to answer questions about how it is used in marketing
  • Defining key concepts - ensure you can accurately define main ideas such as black-box model, personal-variable model and focus group
  • Distinguishing differences - compare and contrast the black box and personal variable models of studying consumer behavior
  • Making connections - examine the ethical issues involved in the study of consumer behavior

Additional Learning

To learn more, review the accompanying lesson on consumer behavior. This lesson covers the following objectives:

  • Understand the study of consumer behavior
  • Know the methods used to gather data on consumers
  • Know the types of data used to define consumer behavior
  • Be familiar with the different models used to analyze consumer behavior
  • Understand the value of consumer behavior information in marketing