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Summary Understanding Customers: Consumer Behavior, Segmentation & Buying Decisions

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17-01-2026

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2025/2026

Why do customers buy some products and ignore others? This book helps you think like a customer, not just memorize theory. Perfect for students who want to understand consumer behavior in real life. What this book offers: Easy explanation of consumer behavior Practical buying-decision examples Clear breakdown of segmentation & targeting Funny but mature storytelling Exam-ready answers with examples Topics Covered: Who is a customer? Consumer behavior basics Factors influencing buying decisions Customer needs & motivation Market segmentation Targeting strategies Positioning Customer journey & buyer personas Best for: Diploma & Degree students Marketing, management & entrepreneurship Understanding real customer thinking This book turns theory into common sense.

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Institution: Asia e University
Course: MKM602

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Uploaded on: January 17, 2026
Number of pages: 14
Written in: 2025/2026
Type: Summary

Subjects

understanding customers
customer needs wants
market segmentation
target market
customer buying behavior
who is a customer
positioning
customer journey buyer personas

Content preview

, 📚 TABLE OF CONTENTS

1. Who is a customer?

2. Consumer Behavior Basics

3. Factors Influencing Buying Decisions

4. Customer Needs & Motivations

5. Segmentation – Dividing the Market

6. Targeting – Choosing the Right Customers

7. Positioning – Owning a Place in the Mind

8. Customer Journey

9. Buyer Personas

10. Case Studies

11. Exam Booster Pack

12. Skill Builder – Think Like a Customer

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Summary Understanding Customers: Consumer Behavior, Segmentation & Buying Decisions

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