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SYLLABUSJan 26, 2023 · The American Marketing Association defines consumer behavior as “the study of how customers, both individual and organizations, satisfy their needs and wants by choosing, purchasing, using and disposing of goods, ideas and services.”. Therefore, understanding consumer behavior is critical to marketing strategies and decision-making processes. Aug 7, 2019 · Consumer behaviour can be defined as “activities people undertake when obtaining, consuming, and disposing of products and services” is provided and detailed. Obtaining “activities leading up to and including the purchase or receipt of a product”. Consuming “how, where, when, and under what circumstances consumers use products”. The objective of this study is to know the factors which affect the consumer buying behavior towards the goods or services and to gain the knowledge on how the factors affects the purchase ...In this chapter, we have seen the cultural factors affecting consumer behavior. 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