What does consumer behaviour refer to?

Consumer behaviour refers to the buying habits and lifestyle choices of consumers. This encompasses the study of how individuals make decisions on what to purchase, including the influence of social, cultural, psychological, and personal factors. Understanding consumer behaviour allows businesses to tailor their marketing strategies, improve product offerings, and better meet the needs and preferences of their target market.

This concept not only includes the decision-making process leading to purchases but also explores how consumers use products, their attitudes toward brands, and the factors that drive their purchases over time. By analyzing trends and patterns in consumer behaviour, businesses can derive valuable insights that help them to devise effective marketing campaigns, enhance customer satisfaction, and build brand loyalty.