UNDERSTANDING CONSUMER BEHAVIOUR    

Authors : Dr. Rekha Vyas

Publishing Date : 2025

DOI : https://doi.org/10.52458/9789349381636.nsp.2025.eb.ch-07

ISBN : 978-93-49381-23-0

Pages : 107-125

Chapter id : NSP/EB/CRRISE/2025/Ch-07

Abstract : Consumer behavior is a key element of marketing strategy as it is essential to understand the needs and expectations of the consumers. It is the actions and decisions that people or households make when they choose, buy, use, and dispose of any product or service to satisfy their needs and wants. Apart from the actual procurement of goods and services, the term is also used to refer to the decision-making process. It is concerned not only with what consumers buy, but also with why, when, where, and how they buy it. Understanding consumer behavior is, therefore, essential for businesses to create marketing plans that will work and also to supply goods and services that satisfy customers’ wants and needs. It is a multi-stage process that involves identifying problems, collecting data, exploring options, making a decision to buy, and evaluating the experience afterward. Consumers may be impacted during these stages by things including personal views and values, social conventions, marketing campaigns, product features, and environmental conditions. Consumer behavior is diverse and dynamic, and the characteristics that define a consumer will change as their life changes. In recent times, consumer behaviour has undergone several changes in the Indian economy. With the rise of the Internet and e-commerce, the nature of the consumer market has changed significantly. According to Schiffman and Kanuk (2010), "Consumer behavior is the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs." Blackwell, Miniard, and Engel (2006) defined "Consumer behavior as the activities people undertake when obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions."

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Cite : Vyas, R. (2025). Understanding Consumer Behaviour (1st ed., pp. 107-125). Noble Science Press. https://doi.org/10.52458/9789349381636.nsp.2025.eb.ch-07

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