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(Consumer Behavior; Schiffman & L.L Kamuk).
In order for a company to decide what marketing program will work, the company needs to have an understanding of how consumers make decisions. Consumers are quite unpredictable. So what might have worked yesterday or today may not work tomorrow. Therefore the marketers need to constantly improve their understanding of consumers and their behavior and form that adapt their marketing strategies to the changes in consumer behavior.
Consumer behavior has interdisciplinary roots; it was a relatively new field of study in the mid to late 1960's. Because it had no history or body of research of its own, marketing theorist borrowed heavily form concepts which were developed in other scientific disciplines, such as psychology (the study of an individual), sociology (the study of groups), social psychology (the study of how an individual operates in groups), anthropology (the influence of society on an individual), and economics to form the basis of this new marketing discipline...
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