The Consumer Market comprises all individuals and households who buy or acquire goods and services for personal consumption – for themselves, family, guests, relatives, friends. Consumer Buying Behaviour refers to the buying behaviour of final consumers (individuals & households) who buy goods and services for  personal consumption.

We need to understand consumer behaviour to answer the question: “How do consumers respond to marketing efforts the company might use?”  It’s important to have a clear picture of exactly what is consumer behaviour and how you can use that information to improve your sales and service process…

It seems obvious at first that it is simply “what consumers do when buying (or not buying as the case often is)”.

However the complexity and power arises when you can comprehend the various stages of consumer behaviour and how you can use that information to customise your sales and service process for maximum sales conversions and overall customer satisfaction.

 The most important issue for the marketers is to identify the needs of the consumers  because  customer  and  consumer  makes  the  marketing  process complete.

According the Hawkins Best and Coneef “The field of consumer behaviouris the study of individual groups or organizations and the processes they use to select,  secure,  use and dispose  of  product,  services, experiences or ideas to satisfy needs and the impact that these processes have on the consumer and society”.