Consumer behavior in marketing refers to the study of consumers and the processes they use to choose, use, and dispose of products and services, including their emotional, mental, and behavioral responses. Understanding consumer behavior is crucial for businesses to create effective marketing strategies that can influence consumers’ decision-making processes.

Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry, and economics. By analyzing the factors that influence consumer behavior, businesses can develop effective marketing campaigns that cater to the needs and wants of their target audience.

Studying consumer behavior helps marketers decide how to present their products in a way that generates a maximum impact on consumers. Understanding consumer buying behavior is the key to reaching and engaging clients and converting them to purchase from a business.

A consumer behavior analysis should reveal:

• What consumers think and how they feel about various alternatives (brands, products, etc.)
• What influences consumers to choose between various options
• Why consumers make the decisions they do
• Which of their campaigns are more effective
• Which types of things may, and may not, influence a purchasing decision
• What drives consumer behavior, including the psychological, personal, and social factors that influence purchasing decisions
• How to attract new customers and retain existing ones

Different types of consumer behavior include complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior[...