Consumer behavior
Consumer behavior refers to the study and analysis of the actions, decisions and behaviors of individuals or groups in buying and using goods and services. It includes the various factors that influence the decision-making process of consumers, such as personal preferences, demographic characteristics, social influences, economic conditions and marketing techniques. The goal is to understand how consumers make choices, what factors influence their behavior and how this knowledge can be applied to develop marketing strategies that are attractive to consumers. Within consumer behavior, several concepts and models are used to understand the decision-making process of consumers. Some of these concepts include needs and motivations, perception, attitude formation, brand preference, consumer satisfaction and customer loyalty. These concepts help marketers analyze consumer behavior and create effective marketing campaigns.
Factors influencing consumer behavior
Consumer behavior is constantly evolving and influenced by changing social and technological developments. With the rise of e-commerce and social media, consumers now have access to a wide range of information and interaction opportunities, which further influences their decision-making process. Understanding consumer behavior is essential for companies and marketers to be successful in reaching and attracting consumers. By understanding consumer needs, preferences and behaviors, companies can develop more effective strategies to offer products and services that meet the needs of their target audience.
