International journal of academic research in business and social sciences august 2014 vol 4 no 8 issn 2222 6990 137 wwwhrmarscom influences of consumer behavior research about. Advances in consumer research volume 9 1982 pages 8 12 consumer behavior theory excesses and limitations joan zielinski the wharton school university of pennsylvania. Merchants aim to increase their sales by determining what drives their customers purchase decisions consumer perception theory attempts to explain consumer behavior by analyzing motivations for buying or not buying particular items. Conclusion consumer behavior marketing is a core competency of any successful organization in the current business environment the primary driver at the core of any good strategy is consumer behavior research providing actionable insight and ensuring business success
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