A market is people or organizations with wants to satisfy, money to spend, and the willingness to spend it. Organizations closely monitor markets in order to adjust to changing tastes and preferences. Since the market structure is constantly changing, marketers must understand buyer behavior. Marketers need to adjust to differences in consumers they need to gain a strong understanding of consumer behavior before adjusting marketing decisions for different countries. Successful organizations know their markets, know how to reach their markets, and know when wants change and adjust their marketing efforts accordingly. The decision-making process is presented as a logical flow of activities, working from problem recognition to purchase evaluation. A consumer's need for both products and services is influenced by three factors: memory, individual differences and external influences. All of these features are important to marketing managers as they help to determine the customer's need recognition. The external influences are probably seen to be the most important. Some of these influences relate to the environment in which the decision is being made while others relate to the individual who makes the decision. Consumers go through a five-stage buying decision process: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase decision, and (5) post purchase behavior. For some purchases, consumers may go through these stages very quickly or may actually even skip stages or reverse some of the steps.
             The task of marketing is to identify consumers' needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. The Marketing Manager must gain a comprehensive understanding of a buyer behavior so marketing goals to be reached. Such an understandi...