Consumer Behavior Definition

Business and marketing
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Consumer behavior definition
Consumer behavior is the study of how people, such as customers, groups, or firms buy, select, and use products and services in their satisfaction of needs and wants. It refers to the behavior that is shown in the marketplace by the consumers while outlining their motives for the actions.
Components of the basic consumption process
There are six steps in the consumption process. The first step is problem recognition, and in purchasing, then the customer must ascertain that in what they are buying, they have a reason for it. Customer desire is different from reality, and this presents a problem for the customer. The marketer creates an opportunity through analyzing and creating a problem for the customer to know if the problem exists or not. The second step is information search; once the problem identified, then the information is sought, and in solving the issues, then solutions are vital. The third step is the evaluation of alternatives, in this case the consumer buys a product but wants to relate with the competitor to evaluate the best choice, for instance in a market the rate of competition is very high with innovation, and therefore the consumer would want to use other products (East, Singh, Wright & Vanhuele, 2016). The other steps are awareness, consideration, and decision, and in this case, the consumer must be aware of the existence of the product and consider it through major factors that later lead to making a decision.
Perception
It refers to the process of selecting, organizing, and interpreting information. The brain interprets the data from the sense organs and involves an active process. It is how a person gains knowledge about the surroundings and explains it.
Consumer perception process
The process of consumer perception involves sensing, organizing, and reacting. A consumer senses the market to understand it and acquire the knowledge needed and then hold themselves through w...