Consumer Behavior analyzes and studies the decision processes and acts of people involved in buying and using products including: why consumers make the purchases that they make, what factors influence consumer purchases, the changing factors in our society. A firm needs to analyze buying behavior for: Buyers reactions to a firms marketing strategy has a great impact on the firms success. The market concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies. Pre-requisite: MK 301.