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Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer’s emotions, attitudes and preferences affect buying behaviour.
Motivation is the reason, conscious or nonconscious, for behaving a particular way in a certain situation. Brands are constantly in search of new ways to motivate consumers to engage with, promote, and ultimately buy their products and services. Consumer behavior involves the psychological processes that consumers go through in recognizing needs and finding ways to solve these needs.
There are four types of consumer behavior: habitual buying behavior, variety-seeking behavior, dissonance-reducing buying behavior, complex buying behavior.
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