In order for a firm to best supply products and satisfy the requirements of the customers, it has to understand the behavior of the consumers. This is what is referred to as the study of consumer behavior. The firm management should be aware of the kind of consumers its business targets.
Through market segmentation, the firm should identify the market niche it is able to serve and serve to its best such that it maintains consumer loyalty. It has been noted that consumers with disabilities are not considered in the marketing arena and this leaves their needs to be unsatisfied (Evans, et al, 2009). Most of the management teams of different firms do not understand how they can relate well with the consumers with disabilities and this poses a great disadvantage to such consumers.
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