Consumer buying behavior refers to the actions and decision-making processes of individuals and households who purchase goods and services for personal consumption. This analysis examines how, where, when, and why consumers select, purchase, and use products, and is strongly influenced by cultural, social, personal, and psychological characteristics.
Understanding this behavior is fundamental to marketing strategy, as it allows companies to predict consumer reactions and develop an effective marketing mix. Marketing focuses on identifying the “black box” of the buyer’s mind, analyzing how marketing stimuli are translated into purchase responses under the influence of internal and external factors.
