It is a study of the actions of the consumers that drive them to buy and use certain products. The study of consumer buying behavior is most important for marketers as they can understand the expectation of the consumers. It helps to understand what makes a consumer buy a product.
Consumer behavior is the study of how people are making purchase decisions to satisfy their needs, wants, or desires, and how their emotional, mental, and behavioral responses influence the buying decision.
Consumer behavior assists firms in determining whether what they are selling will be lucrative, as well as in tailoring their marketing plan to the appropriate target population for their product/service.
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