ABSTRACT
The concept of consumer behaviour includes the marketing of products and services. The essence of marketing is to satisfy consumers' needs, create values and retain customers. Marketing strategies are formulated based on assumptions about consumer behaviour. Consumer behaviour is linked with decision making of each individual by the time to make a consumption choice. Cognitive psychology deals with how people gain, process and store information. Situational factors are external to the consumer and removed from the characteristics of the product that influence consumer purchase decisions. The four Ps of the marketing mix are marketing factors controllable by the marketer and consist of the following four elements: product, price, place, and promotion. Consumer research refers to the process and tools utilized to study consumer behaviour. The family/marital status is also a relevant factor for segmentation, the status influencing consumers' spending priorities.
