There are a lot of rules in marketing, one of which is the “Understand to whom you’re selling before attempting to sell it. It saves you time, money and happiness.” – This of course, means do your marketing research, and involves, among others, knowing consumer behaviour like the back of your hand. Here’s a good insight into consumer behaviour.

Thesis Website

By Asifo Shah

Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below.


1. Cultural Factors

Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.


Basically, culture is the part of every society and is the important cause…

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