Consumer Behavior

The consumer market comprises of persons/households who purchase goods/services for personal utilization. They do not make their buying choices in emptiness but are persuaded by cultural, social, personal, and psychological factors.

The buyer decision process entails:

– Identifying a problem or need

– Information seeking

– He or she then assesses the options found in the information seeking.

– The consumer makes a buying choice.

– He or she then assesses the purchase selection depending on level of fulfillment or disappointment.

–  Personal taste, income, price of similar products, tradition and brand loyalties have persuaded the consumer buying options.