Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Consumer behavior is dependent on few factors that need to be considered in any industry. In the automotive industry, there are several factors known.This assignment deals with the main topic consumer behavior and concentrates on the aspects chances and restrictions of measuring consumer behavior. The work starts with basics of consumer behavior and answer the question ''what is consumer behavior''. Afterwards it follows an analysis with different types of consumer-roles and the meaning in the automotive industry. The third chapter is about measuring consumer behavior, methods of measuring and how companies can obtain primary consumer behavior information. The work deals with the topic of chances and restriction and transfers into the practical approach and reflection of the topic.