PRINCIPAL is: a. a person who has controlling authority (e.g. the CEO or owner of a company) or is in a leading position (part owners of a legal entity) or, b. a matter or thing of primary importance, e.g. is the amount of a loan, excluding interest, or the amount you invest, excluding income.
CONSUMBER BEHAVIOR is the study of individuals, groups or organizations and the processes that are used by that consumer to identify, purchase, apply and dispose of a product or service, and the study of those experiences or ideas to satisfy needs and the impacts that these processes have on the the choices that consumers or society ultimately make.
OBSERVE / OBSERVATION is to watch and test a client action, e.g., taking inventory.
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