Focus on decision-making
Explores why and how consumers make purchasing decisions.
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.
Explores why and how consumers make purchasing decisions.
Includes purchase, usage, and disposal activities.
Shaped by psychological, cultural, social, personal, and economic factors.
Helps businesses design targeted marketing strategies and improve customer satisfaction.
Consumer behaviour is a multidisciplinary field combining insights from psychology, sociology, economics, and marketing to understand what drives consumer decisions. It examines:
Consumer responses can be categorised into:
By studying consumer behaviour, businesses can:
Case study: Apple's ecosystem lock-in
Apple drives loyalty by creating a seamless ecosystem across devices—iPhone, Mac, Apple Watch, and AirPods—that simplifies life for users. This understanding of consumer preference for convenience keeps users deeply embedded in their ecosystem.: