1. Consumer behavior can be defined as products and services that consumers select, purchase, use, and dispose of to satisfy personal needs and wants. As a consumer, think about a product and a service that you purchase. Why do you feel these purchases are a necessity?

2. Experts state that consumer behavior and marketing go hand-in-hand. Do you agree that consumer behavior is essential to an organization's marketing plan? Explain.

3. In today's economy, one might see various brand names on the store shelves right next to the generic store brand. As a consumer, do you feel that it is necessary to stick to the brand name items or do you find that you are happy to purchase the cheaper generic brand? Explain.