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Transgenerational Marketing pp 163–194Cite as

Palgrave Macmillan

Development of Consumer Behavior

Abstract

Consumer Behavior is the study of individuals and groups, and the processes they use in searching for, purchasing, using, evaluating, and disposing of, products and services to satisfy their needs. In today’s competitive market, understanding consumer behavior is crucial to the development and implementation of marketing strategies. This chapter deliberates on the evolution of consumer behavior of family, society, and culture across the generations of marketing scholarship. This chapter analyzes the diverse behavior of consumers across the time and geo-demographic segments and examines the causes and effects of shifts in consumer behavior within social and cultural dimensions. This chapter draws semantic map of cognitive development among consumers about how they think, feel, and act in the marketplace. Shifts in consumer economics, consumer credit behavior, and contemporary learning effects on consumers also constitute a part of the core discussion of this chapter. Evolution of industrial marketing across marketing generations has been discussed extensively in the following chapter.

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Authors and Affiliations

  1. EGADE Business School, Tecnológico de Monterrey, Mexico City, Mexico

    Rajagopal

  2. Metropolitan College, Boston University, Boston, MA, USA

    Rajagopal

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Rajagopal (2020). Development of Consumer Behavior. In: Transgenerational Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-33926-5_6

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