سلوك المستهلك ودوره في عملية اتخاذ القرارات الشرائية

الملخص EN

Consumer behavior is characterized by dynamism and rapid change, which led to the study continuously by the institutions working in the field of marketing, where the most important factor led to this study is the perception that consumers have acquired various influences that can affect their purchasing behavior, especially with the modern marketing view that is considered Consumer is the essence of the marketing process and there are many influences that affect consumer decisions, which has seen a significant improvement in recent years through the multifunctional marketing, so the study of these influences and linked to various factors has become inevitable due to many things This requires, among other things, the homogeneity of different products, especially in consumer goods, as well as increased competition and increased consumer awareness by a large percentage of consumers.