The aim of marketing is to meet and satisfy target customer's needs and wants better than competitor's. Getting into the psyche of the consumer is a primary goal of marketers.

1. How does a buyer's characteristics influence buying behavior? Provide an illustration using one of your own past experiences.

2. Consider IKEA, assess their success to reach customers in different markets. What else could it be doing? What are the differences or similarities in the decision-making process between business buyers and consumers?