In any business organization, changing consumer behavior is a big challenge in sustainable growth of the business. Consumer behavior is the study of why, where, when, and how people do or do not buy a product. It is a complex, dynamic and multidimensional process, and all marketing decisions are based on assumptions about consumer behavior. This domain is combination of sociology, psychology, anthropology and economics and tries to know buyer decision process (individual and group) better. Consumer behavior is a new issue in marketing and controversy subject and challenging that includes individuals and what they buy, why and how to purchase them. This paper discusses different factors affecting consumer behavior and purchasing decisions.
Consumer behavior, purchasing decisions, buyer, marketing, customer
