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It also examines characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants and assess consumer influences (such as family, friends, reference groups, and society in general). Ultimately, the focus is on the dynamic interaction of affect, cognition, behavior, and the environment by which human beings exchange aspects of their lives.
2. Who determines what consumers buy?
The consumer determines what factors are important to fufilling their needs. These consumer needs are not only made up by personal preference, but by the consumer environment, the social and physical stimuli that inadvertently affect buying behavior...
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