In this chapter, we will address the following questions:

  1. How do cultural, social, and personal factors influence consumer buying behavior?
  2. What major psychological processes influence consumer buying behavior?
  3. How do consumers make purchasing decisions?
  4. What is the business market, and how does it differ from the consumer market?
  5. Who participates in the business buying process, and how are buying decisions made
  6. How can companies build strong relationships with business customers?