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Analysing Consumer Markets and Buying Behavior

Translation of individual level behavioral analysis to aggregate level market response is faced with the issues of aggregation bias and consumer heterogeneity

A prime characteristic of consumers is their variation in preferences, tastes, likes, dislikes, purchase behavior patterns. Meaning thereby that markets are heterogenous and consumers exhibit heterogeneity

Object of consumer behavior analysis - buyer or user ?

answer - both with emphasis on decision maker

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