Consumer behaviour is the study of how individuals, groups, or organizations make decisions to purchase, use, and dispose of goods and services. It encompasses the psychological, emotional, and behavioural responses that influence these decisions, as well as the external factors like culture, social norms, and economic conditions that shape them.

How can consumer behaviour guide product innovation and customer relationships?

Consumer behaviour is a multidisciplinary field combining insights from psychology, sociology, economics, and marketing to understand what drives consumer decisions. It examines:

1. Purchase activities: How consumers search for information, evaluate alternatives, and decide what to buy.
2. Usage activities: How consumers use products or services and derive value from them.
3. Disposal activities: How consumers discard products or packaging (e.g., recycling or reselling).

Consumer responses can be categorised into:

• Emotional responses: Feelings or moods associated with a product or brand.
• Cognitive responses: Thought processes like evaluating product features or comparing prices.
• Behavioural responses: Observable actions like purchasing or recommending a product.

By studying consumer behaviour, businesses can:

• Identify customer needs and preferences.
• Develop effective marketing campaigns.
• Innovate products based on market demand.
• Build strong customer relationships.