The Effect of Social Marketing on Consumer’s Behaviour

Abstract

Studying and analyzing consumer behavior is one of the most important marketing activities within anorganization. This has resulted in developments in the external environment due to the intensification ofcompetition and the expansion of the range and diversity of alternatives available to consumers, on the onehand, and the changing and diverse needs and desires. Consumer behavior is characterized by dynamism and rapid change, which has led to its continuousstudy by institutions working in the field of marketing. The most important factor that led to this study isthe view that consumers have acquired of the various influences that can affect their purchasing behavior,especially with the modern marketing view that considers the consumer to be the core of the marketingprocess. The aim of this research paper is:Understanding and analyzing individual social marketing and consumer behavior.Linking theoretical knowledge of social marketing and consumer behavior to reality.Analyzing the environmental and psychological influences on consumers.Analyzing various consumer-related situations.