Consumer, he/she is a person who purchases goods or services to fulfill his/her needs. In other words, a person who consumes the goods or services is known as Consumer. For example, A purchases car and B purchases mobile. In these cases, A and B are the consumer. Every consumer gets inclined towards a particular good or service. So, consumer interest refers to the willingness of the consumer to purchase the goods or services according to his needs, taste/preferences and money. Thus, consumer behavior is the study of how an individual or any organization select or buy goods and services to satisfy their needs and want. It can also be known as the action of the consumer in the market and their intentions underlying it. Consumer behavior came in the year 1950 as a distinct sub-discipline subject in the marketing area. Through this marketer get to know about the trending product in the market or the product which has become obsolete for the company or they get to know about the best way through which they can present their product.
According to Engel, Blackwell, and Mansard, ‘consumer behavior is the actions and decision processes of people who purchase goods and services for personal consumption’.
According to Louden and Bitta, ‘consumer behavior is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services’.
This study assumes that the consumers are the protagonist in the market. The perspective of role theory assumes that consumers play various roles in the marketplace. Starting from the information provider, from the user to the payer and to the disposer, consumers play these roles in the decision process.
Study of Consumer Behavior gives answers to the question of Why and Why not a consumer buys a product? When does a consumer buy a product and how a consumer buys a product?