Author(s): Gargi Godara and Dr. Kavita Dua

Abstract:
Consumer behaviour and decision-making processes have advanced in recent years and have become an important topic in the marketing society. This paper provides an in-depth examination of the factors that influence consumer behaviour and purchasing decisions in marketing. Consumer behaviour contains the psychological processes that customers go through in order to understand their needs. The study of consumer behaviour has become increasingly important in today's marketing environment. Markets are ruled by consumers. No business can function without customers. All of the company's activities revolve around customers and their satisfaction. The study of customer behaviour is based on consumer purchasing behaviour, with the customer playing three distinct roles: user, payer, and buyer.