The document discusses consumer buyer behavior and marketing concepts. It outlines four main goals: 1) Learn the consumer market and model of buyer behavior, 2) Know the four factors influencing buyer behavior, 3) Understand types of buying decisions and stages in the buying process, and 4) Comprehend the adoption and diffusion process for new products. It provides details on stimulus-response models, characteristics affecting consumer behavior like culture, groups, and psychological factors. It also examines the different stages in the buyer decision process and classifications of adopter categories for new products.