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This document summarizes the concepts and basic processes involved in consumer behavior, emphasizing how understanding consumers' needs benefits both consumers and marketers. Understanding consumer behavior can allow companies to develop a commercial strategy that is better matched to consumers, which will increase demand and optimize the means to generate that demand. Some of the main challenges are the variability of behavior, its changing nature, and the complexities of studying it. The note delves into how consumer behavior can be studied in a systematic and precise way by using a wide range of theoretical approaches and models and how it can be affected by factors such as environmental influences (economic, political, technological and cultural context) and marketing actions. The document outlines the various psychological factors involved in decision-making (personality, lifestyles, beliefs and attitudes, motivation, perception and learning) as well as the non-psychological ones (age, sex, location, etc.) which allow the marketer to better understand the consumers’ buying habits. It explains the basic decision-making model in depth and how consumers’ behaviors can play an active role in generating value for the company or the opposite thanks to undesired behaviors such as boycotts, complaints and negative word of mouth. It wraps up by describing how to move consumers from habit buying to decision making.

“Notes and cases of operations often seem to be based on the analysis of operating systems in an unchanging environment. The emphasis is placed on understanding and evaluating basic characteristics of company’s operations, working under reasonably stable conditions in terms of demand and markets. However, business works differently in practice. Markets demand competition and strategic change. Operating systems should be adapted to new strategic needs. Even in situations where strategic and competitive framework is reasonably stable (where the convenience or otherwise making of changes in a coherently designed and well managed operating system could be questioned), demand does not usually remain stable in the course of time.”
This technical note related to strategy details planning and scheduling procedures to manage dynamic capacity.

This technical note introduces a framework for analyzing the nonmarket enviornment of business, i.e. the social, political, regulatory and legal context in which the firm operates.