AN ANALYTICAL RESEARCH AND APPROACHES FOR CONSUMER BEHAVIOUR IN MARKETING MANAGEMENT

The significance of consumer behavior in the current marketing management scenario is the subject of this paper. The way customers search for, acquire, use, evaluate, and ultimately discard goods and services they believe will meet their requirements. Individual, environmental, and decision-making factors are just a few of the many factors that influence consumer behavior. Additionally, marketers may benefit from these aspects in their marketing. Understanding the requirements of your target audience and instilling certain desires in them is at the heart of marketing. Marketers need to understand how consumers make purchases in order to accomplish this. The buyer recognition, information search, evaluation of alternatives, purchase decision, and post-purchase decision phases of the consumer buying behavior process are included.