Consumer behavior analyzes how consumers identify needs, gather information, evaluate alternatives, and make final purchase decisions. It draws from psychology, sociology, and economics.
Cultural background, family influence, social class, and personal experience all shape buying decisions. For instance, before buying a smartphone, a consumer reads online reviews, asks friends, and compares prices.
Understanding consumer behavior helps marketers create effective strategies, develop better products, and craft compelling messages. It's the foundation of customer-centric marketing.