Title: consumer behaviour
Introduction:
In general buying behaviour is a process and act of buying goods and services. To understand
the behaviour there is a need to know how consumer makes their choices and what factors
influence them to buy goods and services. Marketing specialist constantly keeps eagle eye on
the pattern how people make their choices to predict the future trend. To understand people's
wants and consumption pattern formal studies of consumer behaviour such as demographics,
personality, lifestyles and behavioral variables such as usage rates, usage occasion, loyalty,
brand advocacy and willingness to provide referrals are the key aspect to be investigated. The
study of consumer behaviour also includes the other factors that influence on the consumer
choice, such as family, friends, sports, reference groups, and society in general. The study of
consumer behaviour is concerned with all the stages of purchasing behaviour. Consumer
behaviour initially starts with pre-purchase activities to post-purchase consumption through
evaluation and disposal activities. Client relationship management (CRM) databases have
turned the table for the investigation of client conduct. The voluminous information delivered
by these databases empowers detailed examination of social factors that add to client re-
purchase behaviour, customer retention, loyalty and other expectations. In addition to that
databases aid in market segmentation on the basis of behaviour, loyalty and buying pattern and
customize strategies accordingly.
About the topic:
Consumer behaviour is about the steps and choices that people or families make when they
decide what to buy, how they use it, and what they do with it after. Many factors like personal
feelings, social habits, culture, and the environment affect how people act in the market.
It includes different steps such as realizing a need, looking for information, comparing different
options, deciding to buy something, and thinking about the experience after using it. During all
these steps, customers can be influenced by their values and opinions, what others around
them think or do, advertising, the features of the product, and even outside situations like
trends or price changes.
Knowing how customers behave helps businesses make better marketing plans and offer
products or services that people really want. By studying consumer behaviour, marketers can
spot patterns, predict future demand, and make smart decisions about how to design, price,
promote, and deliver their products.
Objectives of the Study
The purpose of this study is to understand consumer behaviour and the factors that influence
their buying decisions. The market keeps changing, and so do the choices of consumers. By
studying how consumers think and act, businesses can improve their products, services, and
marketing strategies. The following objectives have been set for this study:
To explore the complete decision-making process of consumers—from identifying a
need to making a purchase and post-purchase behaviour.
To examine how factors like income, age, gender, education, and occupation affect
consumer choices.
To identify the influence of personal preferences, values, and lifestyle on buying
decisions.
To study the role of family, friends, and peer groups in shaping consumer behaviour.
To understand how advertisements, celebrity endorsements, and social media
influencers affect consumer opinions and choices.
To examine how product features, packaging, and brand image impact buying
behaviour.
To study the effect of price, discounts, and payment options on the final purchase
decision.
To find out how customer experiences, reviews, and ratings influence future buying
decisions.
To understand the impact of digital platforms and e-commerce on modern consumer
behaviour.
To explore how consumer trust and brand loyalty are built over time.
To find out how emotions and impulse buying affect the shopping journey.
To provide suggestions for marketers to better connect with consumers and fulfil their
changing needs.
