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Mkt/435

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Consumer Behavior Paper
Pauline Cahill
MKT/435
December 16, 2012
Dr. Maria Church

In this paper, I will be discussing the definition of consumer behavior and how it relates to the subject of marketing. I will be selecting a product that I purchased recently and how the 4 P’s, product, price, promotion, and place affected my decision.
Consumer behavior “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon, 2009, p. 7).
Marketing affect us all in a daily basic whether we know it or not. It plays an important role for the consumer who is purchasing. It helps create a decision for a consumer to buy or not to buy. It helps bring for clarity and product knowledge in the purchasing the right item. Some people would search everywhere to find the best deal and save money. The companies that will come out in the top are companies that know how to market and feed on the public by what is popular and current.
The 4 P’s in Marketing are product, price, promotion, and place. The first P in the marketing mix is the Product. A company has to develop a product or service to sell. The product life cycle begins with the development of the product based on customer needs and wants as determined by marketing research. Place is the second P in the marketing mix. Is your place of business located in a convenient, attractive location? When we talk about place, we are really talking about the aspects of getting products to end-users. Price is the third P in the marketing mix. Pricing is the marketing element that helps determine the value of a product or service for the customer. Price is the most flexible component of the marketing mix because it can be modified quickly in response to changes in the market. It is important to know how…...

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