Consumer behavior refers to the study of how individuals, groups, or organizations select, buy, use, and dispose of products, services, ideas, or experiences. This field examines the decision-making processes of consumers and the factors that influence their choices, including psychological, social, cultural, and economic aspects.

Understanding consumer behavior involves analyzing various stages, such as problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Marketers utilize insights from consumer behavior research to develop strategies that effectively meet consumer needs and desires, enhance customer satisfaction, and foster brand loyalty.

Key elements influencing consumer behavior include personal preferences, social influences like family and friends, cultural norms, consumer perceptions, attitudes, beliefs, and marketing stimuli such as advertising and promotions. Overall, consumer behavior provides valuable insights that help businesses tailor their offerings and communication to better align with the expectations and preferences of their target audience.