Understanding the full concept of consumer behaviour

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Consumer behaviour is a study of how consumers' attitudes, needs and desires affect their choices and buying decisions. The study of consumer behaviour is relevant to the marketing mix, which consists of the 4 Ps: Product, Price, Place (distribution) and Promotion. The consumer behavior process is based on five major factors: Needs: Consumers are motivated by physical or psychological needs. The most important needs are physiological (food, sleep) and safety needs (shelter). Social needs include belongingness and love. Self-esteem is also an important motivation for consumers.

Needs can be expressed as wants or demands. Motives: Motives are beliefs that guide certain types of behaviour. For example, if someone believes that smoking eases stress then this belief will lead them to smoke when they feel stressed out (even though there's no evidence that smoking has any effect on stress levels). Preferences: Preferences are the relative importance of various attributes when choosing between alternatives; they may be based on personal characteristics such as age or gender or situational factors such as time constraints or price sensitivity. Perceptions: Perceptions are the way consumers perceive products and services through sensory inputs such as sight, smell, taste and touch as well as cognitive associations formed