consumerbehavior

Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy needs and desires. It encompasses cognitive, emotional, and behavioral processes that precede and follow purchase decisions. The field draws on psychology, sociology, anthropology, and economics to explain why people buy, what they value, and how they respond to marketing stimuli.

Decision processes typically involve recognition of a need or problem, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. These stages are influenced by factors in four broad categories: cultural (norms, subcultures), social (family, reference groups, social class), personal (age, lifestyle, economics), and psychological (motivation, beliefs, attitudes, perception).

Models and theories vary; the Engel-Kollat-Blackwell model outlines a multi-stage process, while the Theory of Planned Behavior links attitudes, perceived control, and intentions to behavior. Advertising models like AIDA describe attention, interest, desire, and action. In practice, online and offline channels blend, and the consumer decision journey can be non-linear and iterative.

Outcomes include satisfaction or dissatisfaction, cognitive dissonance, brand loyalty, and advocacy or complaints. Marketers use consumer behavior insights to segment markets, tailor messaging, design products, price offerings, and manage relationships. Research methods include surveys, experiments, observational studies, ethnography, and digital analytics, with increasing emphasis on privacy and ethical considerations. The field informs policy, public health, and business strategy while acknowledging diverse consumer contexts.