What do you see as some of the most important differences between a consumer behaviour approach to marketing and other approaches?

Consumers use products to define their identities in different settings through the consumer behaviour process. Solomon recognizes and analyses ways consumers use products to define their identities. This point of view offers you a managerial perspective for understanding the wants and needs of different consumer segments. As you analyse and compare conventional marketing and consumer behaviour marketing approaches this week, reflect upon Solomon’s differing approach.

Appreciate if you can please assist with the same:

1. What do you see as some of the most important differences between a consumer behaviour approach to marketing and other approaches? (Approx. 150wording)

2. How do consumers build their identity through their purchases and why is it important for marketers to know their customer perspectives? Explain your rationale for these responses and use examples to illustrate your points. (Approx. 200wordings)

Guidelines:

* The total word count in the paper should be approximately 350 wordings (excluding references and headlines)