Using the CSU Online Library, locate an article at least three pages in length that discusses how the field of marketing is influenced by the buying behavior of consumers. This could involve articles that discuss how consumers actually interpret information about products and services as well as the subsequent impact on their purchases. Incorporating elements of the consumer decision-making process discussed in the Unit I PowerPoint presentation would also be applicable to this article search.
Respond to the questions below in your article review.
- Summarize the article, and include an analysis of how the actions of consumers could affect the organization as a whole.
- Describe factors that will influence how consumers view and, ultimately, purchase products and services.
- Explain the steps in the consumer decision-making process and how they relate to your selected article.
Your response should be a minimum of two pages in length and be double-spaced. References should include the article you chose from the CSU Online Library and at least one additional academic source, preferably from the CSU Online Library; at minimum, you should have two sources on the reference page. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and be cited per APA guidelines.
If you have any questions about using the CSU Online Library, click here for a webinar that contains helpful hints for your research.