Diploma Consumer Behavior (DCB) - Consumer is King” and “Consumer is always right” are the buzzwords in modern marketing. The activities of the marketer revolve around the consumer behavior. The firms have to provide what their consumers want and for this purpose they adopt various types of marketing strategies to reach and alter the consumer’s buying behavior in favor of their products and services. Consumer behavior is a dynamic, multidisciplinary and multidimensional process and studies when, why, how, and where people do or do not buy. Marketing has borrowed the elements from psychology, sociology, social anthropology and economics to explain the consumer behavior. The consudmer behavior is now a distinct discipline of marketing which attempts to understand the buyer decision making process.
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