CONSUMER BEHAVIOUR AND FACTORS INFLUENCING CONSUMER BEHAVIOUR: A CONCEPTUAL STUDY

Abstract

This conceptual study explores the integral role of consumers in an economy, highlighting their influence on producers through purchasing, usage, and disposal behaviours. Consumer behaviour encompasses a broad spectrum of activities, from decision-making processes to post-consumption actions. The paper delineates the distinctions and interrelations between consumer behaviour and consumption behaviour. It identifies five primary factors influencing consumer buying behaviour: personal, economic, psychological, social, and cultural. Each factor comprises various elements, such as income, occupation, perception, family, and cultural values, which collectively shape consumer decisions. This research provides a comprehensive framework for understanding the influences on consumer behaviour, emphasizing its complexity and significance in economic activities.