2. All the individuals and households who buy or acquire goods and services.

3. Four Ps: product, price, place and promotion.

4. Person within a reference group, who because of special skill knowledge, personality or other characteristics exerts social influence on others.

5. Online social communities like blogs, social networking where people socialize or exchange information.

6. A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

7. Process by which people select organize, interpret information to form a meaningful picture of the world.

8. Personal words and recommendations of their trusted friends, family, associates, and other consumers that may influence consumers’ buying behaviors.

1. The consumer market is made up of all those who make a purchase of any goods or products in the market.

2. Understanding consumer behavior is an essential task of marketing management because it helps brands understand why consumers buy a product or service and can respond accordingly.

3. Cultural factors like consumer's small groups, social networks, family, and social roles and status can influence a consumer's behavior.

4. Word-of-mouth influence tend to be less reliable than influence from commercial sources, such as advertisements or salespeople.

5. Heavy users might become a brand's opinion leaders.

6. Almost family buying decisions are influenced strongly by women.

7. Nowadays consumers are more value conscious.

8. Consumer perception is the process by which consumers select, organize, and interpret information to form a meaningful picture of the world.

1. Consumers have to learn a lot about the product category, for example a new car.

2. Consumers want to buy a new refrigerator and may shop around to learn what is available but they buy relatively quickly, maybe because of a good price or purchase convenience.

3. Consumers buy a low-cost product very frequently, for example grocery, out of a habit rather than brand loyalty.

4. Consumers may switch different brands to experience something different.

5. Consumers have a problem in life and want to find a solution.

6. Consumers may gather information in different ways to know more about the product they want to buy.

7. Consumers process information to choose among several brands.

8. Consumers make a decision of what brand to buy.

9. Consumers may be satisfied or dissatisfied after purchasing the product.

In complex buying behavior, there is a low availability of choices with less significance differences among brands.

In complex buying behavior, the buyer will first develop beliefs about the product, then attitudes, and then making a thoughtful purchase choice.

In dissonance buying behavior, there is a huge availability of choices with less significance differences among brands.

In habitual buying behavior, consumers either buy their favorite brand or the one that they use regularly or the one available in the store.

In variety-seeking buying behavior, consumers switch brands very often and without intention.

In variety-seeking behavior, consumers generally buy different brands because they are dissatisfied with the existing brands.

In habitual buying behavior, there is no brand loyalty.

Consumers evaluate purchase alternatives in every buying situation in the same way.

In the stage of Awareness, consumer is interested in the product and searched for additional information.

In the stage of Awareness, consumers gain information and knowledge about the product but have no judgement.

Late mainstream consumers are slow to adopt, the most resistant to change and do so only when forced to adopt because everyone else has.

In the stage of Trial, consumer is first exposed to the product innovation.

In the stage of Evaluation, the consumer exams, compares and verifies the advantages and disadvantages of the product, outlines the unique selling proposition before making a purchase.

Hoang is 55 years old and is a doctor. He prefers to buy the same brands he used as a young man and does not trust online retailers. He is a lagging adopter.

Minh, a young, successful manager, always buys the latest gadgets on the market. She takes pride in buying new technology products as soon soon as they are launched and her friends always seek her opinion about new products. Minh is an early adopter.

In the stage of adoption, the customer thinks about the product's value and whether to try it out. He compares it with competing products to determine which product best satisfies his or her needs and wants.

The business market is the same thing as the consumer market in terms of involving people who assume buying roles and make purchase decisions to satisfy needs.

The buying center is where consumers go to purchase their goods and services.

Users perform all the roles of participants in the buying center because of their direct tie to the product and what it is supposed to do.

The buying process begins when someone places an order with a sales representative.

With respect to proposal solicitation in B2B, the buyer invites qualified suppliers to submit proposals.

Business-to-business (B2B) marketers do not need to engage business customers and build relationships with them.

The business marketer normally deals with a bigger quantity of buyers than the consumer marketer does.

B2B marketers sometimes promote their products directly to final consumers to increase business demand.

The buying decision process are influenced by internal organizational, interpersonal, and individual factors as well as external environmental factors.

Gatekeepers are not allowed to prevent salespeople from seeing users or deciders.

2. Don't care about failure.

4. Don't want anything new.

5. Expect a lot of help and support before they are willing to commit.

7. Look for WOM hearing if it's worth it.

8. Looks for productivity and practical benefits more than coolness or reputation.

9. Love exploring for the sake of exploring.

11. More concerned with coolness factor and maintaining reputations as being ahead of the curve.

12. Most resistant to change and do so only when forced because everyone else has.

13. Often opinion leader.

14. Slow to adopt.

15. Willing to take risks.

16. Buy it because it is new.