Marketing and Consumer Behaviour

Consumer psychology-cum-behaviour is defined as that behaviour which consumers display in searching for, purchasing, using, and evaluating products, services, and ideas that they expect will satisfy their needs.

• Rapid development and rising needs of people have increased the importance of marketing and consumer research.
• Consumer psychology studies how people search for, purchase, use, and evaluate products to satisfy their needs.
• Understanding consumer behaviour helps marketers design effective marketing strategies and predict buying patterns.
• Consumer research is conducted before, during, and after purchase and involves psychology, sociology, economics, and anthropology.
• Unconscious motives, attitudes, and hidden needs (studied through motivational research and semiotics) strongly influence buying decisions.