Research in Consumer Behavior

Research in consumer behavior involves studying how individuals make decisions about what products or services to buy, use, or value. It examines factors like preferences, motivations, habits, and influences such as advertising or social trends. This helps businesses understand their customers better, allowing them to develop products, marketing strategies, and experiences that meet consumer needs more effectively. Essentially, it’s about uncovering why people choose certain brands or products and how their choices can be predicted or influenced. This knowledge supports both companies in serving customers better and consumers in making informed decisions.