A business that is set up to make profit prioritizes the satisfaction of customers and other stakeholders.

The satisfaction of customers is dependent on the business having a thorough knowledge of its customers, their wants, motives, preferences, purchasing power and demographic characteristics.


A good marketing decision depends on how good the level of knowledge about the consumer behavior. The consumer behavior is influenced by consumer’s needs, wants and expenditure patterns.

And these influences should usually form the object of marketing.


Why does it matter to pay attention consumer behavior? Because ignoring consumer behavior is setting to run a business at a loss.


What then is consumer behavior?


Consumer behavior is a combination of thoughts and actions a consumer exhibits as they search for, buy, use, assess and dispose of products and services they get for the satisfaction of needs.

Consumer behavior could be displayed through physical, emotional and mental activities engaged in to satisfy needs.


The importance of understanding the behavior of your customers cannot be over=emphasized. Without an adequate understanding of a customer behavior, businesses will not be able to build profitable relationships with customers.

For instance, making accurate predictions about consumers’ preferences, coming up with effective after-sales policies and initiating other sales boosting strategies will be very difficult.


Having realized the importance of understanding consumer buying behavior, is there a process to gain this understanding? Yes, there is a process. It is called consumer decision process.


What is the consumer decision process?

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