INTRODUCTION
The study of how individuals, groups, or organizations pick, buy, use, and dispose of ideas,
commodities, and services to meet their needs and wants is known as consumer behavior (Dennis C.,
Merrilees B., Jayawardhena C. and Wright L. T. 2007). It relates to consumer behavior in the
marketplace as well as the motivations behind those behaviors. Consumer behavior research
presupposes that customers are participants in the market.
Consumers, according to role theory, play a variety of roles in the marketplace. Consumers perform
a variety of roles in the decision-making process, from information supplier to user to payer to
disposer. Consumer behavior is a multi-dimensional, complicated, and dynamic activity, and all
marketing decisions are founded on assumptions about consumer behavior, which includes
communicating, purchasing, and consuming, as well as engaging with others (Dennis C., Merrilees B.,
Jayawardhena C. and Wright L. T. 2007)
IMPORTANCE OF STUDYING CONSUMER BEHAVIOUR
Understanding consumer behavior and converting that data into actionable insights may help you
build a relationship with your customers based on understanding and trust, which can lead to
increased brand loyalty. It demonstrates to the customer that you’ve done your research, that you
understand their goals and needs, and that you have the answers they want (Ali M., Tirmizi K. M and
Saif I. 2006).
Consumer behavior has far-reaching implications in marketing. First and foremost, the knowledge
you receive from studying and analysing customer behavior will assist you in making informed
