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Analyze consumer behavior, the foundation for a successful marketing strategy (COM Papers4you is perceived., 2006). Consumer behavior is the “mental and emotional processes and the observable behavior of consumers in the research and the consumer after the purchase of a product and service (Batra & Kazmi, 2004). Even Angels (et al, 1990) refers consumer behavior as the to buy action and decision making of people, goods and services for personal use. Well, if the criteria of the definition are closely monitored, it is clear that the analysis of the decision making process of consumers, the basis for any notion of consumer behavior There are four different positions to make decisions and behavior of consumers (Schiffman and Kanuk, 2004) related. It is argued that a first “economic” as consumers are exposed to imperfect competition and, above all, they are always assumed to make rational decisions to make assumptions that it is based are all aware, product solutions that they can reap the benefits and limitations of each to classify alternatives and be able to identify a better alternative. Second ‘Passive View’ is completely contrary to economic factors and suggests that consumers are irrational and impulsive as they are subjected to self-centered interests of traders and have influenced marketing tools. Similarly, third, “Emotional View obliged ‘to consumer’s decision-making receive based on their association or an emotional feeling about certain products and services. For example, a person with special red pen or lose, you go to make rational decisions by evaluating alternatives (economically) neither the person is by marketing (passive view) will be affected. Rather, the person will try to use a pen as many of his favorite buying property. Take a look at the fourth, and probably the best known “cognitive view ‘, where consumers are considered” thinking problem solver, open-minded and are actively searching for products and services that meet their needs. Consumer behavior under this view is based on information retrieval and processing conducted under the general attributes of a target. For example, buying toothpaste Laden may have the goal of products that are tastefully (Papers4you. com, select 2006). Despite criticism of each view can be considered a valid argument that all four types of behavior and decision making are analyzed according to the guidelines for marketing to consumers. Based on the general perception of the best known and most common “cognitive” Batra & Kazmi (2004) argues stages broader consumer decision process, the identification of problems is (the feeling of necessity) a new car, finding information (internet and Showrooms ), evaluation of alternatives (comparing the marks, as) as “based on a fit and function, the output selection and purchase (buy selected) and after the purchase of the measure (satisfaction or dissonance). The discussions can be found on the idea that, irrespective of the prospect of four above is widely discussed, it is imperative that marketers have realized the existence of all these people in order to analyze the behavior of consumers effectively. References Batra, S, K & Kazmi, S, H, H (2004), “Consumer Behavior Text and Cases”, New Delhi: Excel Books Engel, J, M, Blackwell, R, D & Miniard, P, W, (1990), “Consumer Behavior” London: Dryden Press Papers For You (2006) “E/M/68. To what extent advertising on consumer behavior?” Available at http://www. coursework4you. co. uk/sprtmrk38. htm [19/06/2006] Papers For You (2006) “P/M/551. What influences consumer behavior?” Available since Papers4you. Com [19/06/2006] Schiffman, L, G & Kanuk, L, L, (2004), “Consumer Behavior” New Jersey: Prentice-Hall Inc.

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