LEARNING OBJECTIVES
In this chapter, we will address the following questions:
- How do cultural, social, and personal factors influence consumer buying behavior?
- What major psychological processes influence consumer buying behavior?
- How do consumers make purchasing decisions?
- What is the business market, and how does it differ from the consumer market?
- Who participates in the business buying process, and how are buying decisions made
- How can companies build strong relationships with business customers?