Chapter 3 – Understanding Consumer Behavior and the Marketing Mix

Learning Outcomes

After completing this chapter, learners will be able to:

Explain how the global consumer decision journey unfolds and how psychological factors influence choice.
Analyze cultural, social, and lifestyle variables that shape preferences across diverse markets.
Evaluate how digital and mobile ecosystems reshape consumer expectations and loyalty.
Apply ethical reasoning to issues related to targeting, personalization, and data dignity.
Design integrated marketing responses using the 4Ps and 7Ps to influence consumer decisions globally.