Consumer Buying Behaviour:

The consumer buying behaviour can be considered as complex decision making processes and acts by individual consumer over a time period. The actual purchase is usually preceded by a series of related psychological and physiological activities. These activities influence the nature of the consumer purchasing processes and acts before the actual buying transaction is done.

It is essential for the marketers to analyse and understand the consumer buying behaviour because of the following reasons:-

• A firm's success depends on the reaction and behaviour of the consumers towards its marketing programmes and strategies.
• The marketing concept states that a firm's marketing mix should satisfy the consumers' needs and wants.
• A better understanding of factors influencing consumer buying behaviour is necessary. Why? The marketer is in a safer position to anticipate and predict how consumer will respond to the firm's marketing strategy.