This paper
discusses how companies need to understand consumer behavior in order to determine the best way to shift
demand in favor of their products. When companies are able to ascertain why
consumers purchase particular
goods and services, they can tailor their
marketing efforts to address the needs of consumers. It explains how this increases sales, and improves the
profit performance of the organization. It also discusses how consumer behavior can also help companies increase demand by helping consumers accept new uses for existing goods and services. It examines the close relationship between consumer behavior, demand, and marketing.