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Understanding the Relationship Between Consumer Behaviour and Effective Public Relations

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“Customer behavior and PR study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.”

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With this educational book, find out about the way in which public relations relates to consumer behavior. In its broadest sense, consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. Whereas, public relations are the practice of managing the spread of information between an individual or an organization and the public. The book‟s aim is to help an organisation learn how to build positive relations between itself and its consumers by understanding consumer behavior and perception, and using a variety of communication channels. Valuable case studies highlight these aspects in order to provide further clarification of these concepts.

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