Professional Documents
Culture Documents
Consumer behavior is the dynamic combination of affect and cognition, behavior, and
environment through which humans perform their life's transaction aspects. In other words,
consumer behavior encompasses people's ideas and feelings as well as their consumption
activities. Consumer behavior can be defined as a collection of activities and outcomes
related to a customer's needs and wants. Needs and wants are activated when there is a
problem, and with every problem comes needs and wants. However, not all basic needs are
tied to wants and needs, which might be an issue.
Because the thoughts, attitudes, and actions of individual consumers, targeted consumer
groups, and society at large are continually changing, consumer behavior is dynamic.
Consumer behavior is the result of interactions between people's thoughts, feelings, and
actions, as well as the surroundings. Consumer behavior entails human-to-human
interactions, in which people give up something of value in exchange for something of worth.