Introduction to Consumer Behavior

What is Consumer Behaviour?

Consumer behaviour can be defined as the study of the behaviour displayed by an individual while obtaining, consuming or disposing of products and services and the decision processes that precede and follow these actions.

Topics Covered

• Study of behavior in purchasing goods
  Understand how consumers make choices between products, what drives their preferences, and how external influences such as marketing, culture, and peer pressure affect purchasing decisions across various industries.
  
  
• Examine decisions before and after use
  Analyze how consumers gather information, compare alternatives, and make purchase decisions. Post-purchase behaviors such as satisfaction, feedback, repeat purchases, and brand advocacy are also explored to understand the full lifecycle of consumer interaction.
  
  
• Focus on how consumers dispose items
  Learn about consumer behavior beyond the point of use—how they handle waste, recycling, or reselling. This includes ethical consumption patterns and how sustainability and environmental awareness are reshaping consumption and disposal practices.

• Understand how services are consumed
  Explore the unique nature of service consumption—intangibility, variability, and perishability. Understand how customers evaluate service quality, manage expectations, and develop trust-based relationships with service providers.