Consumer Behaviour refers to the study of behaviour of an individual, group or an organization involved in buying or selling of products and services, acting as a consumer. This field of study emerged in the 1940s and 50s as a distinct sub-discipline in the area of marketing. This field of study blends the concepts of psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics (especially behavioural economics). This field of study examines and interprets how emotions, attitudes and preferences affect buying behaviour. Various characteristics of consumers such as personality lifestyles, demographics and behavioural variables are understood well through this subject, so as to understand people’s wants and consumption. This field of science also investigates the influences on the consumer, from groups such as family, friends, sports, reference groups and society in general.

The study of consumer behaviour is concerned with study of aspects related to purchasing behaviour, which includes pre-purchase activities, post-purchase consumption, evaluation as well as disposal activities. Conducting research in the field of consumer behaviour is difficult. Therefore, new research methods pertaining to the field of consumer neuroscience and ethnography are shedding light on decision-making of consumers. The study of Consumer Behaviour involves the following:

Ø INITIATOR: The person who proposes a brand for consideration.

Ø INFLUENCER: the person who recommends a given brand to others.

Ø DECIDER: the person who makes the decision to purchase the product.

Ø PURCHASER: The person who orders a product or physically buys it.

Ø USER: the person who finally consumes the product.


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Various assignment topics have been covered by our experts of Consumer Behaviour. Few of these are exemplified below:

  • Adult consumer psychology
  • Child consumer psychology
  • Consumer psychology in relation to online shopping
  • Consumer mind manipulation
  • Cultural influence on consumers
  • Customer satisfaction and its involved theories


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