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What is Consumer Behavior in Marketing?

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Part of market research in which the preferences, motivations, and buying behavior of the targeted customer are identified through direct observation, mail surveys, telephone or face to face interviews, and from published sources (such as demographic data).

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Consumer research is a part of marketing research. Market Research deals with processes to understand customers and end consumers which helps the marketer to build market strategy. It helps in analyzing the market using porter’s five forces which deals with the market condition.

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Quantitative marketing research. Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. Consumer research is the foundation of many marketing departments. The information it provides gives you feedback on products, marketing campaigns and future products or services, for example. Marketing executives rely on the results of timely and effective consumer research to make both day-to-day and long-term strategy decisions.

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Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. It is critical to understand consumer behavior to know how potential customers will respond to a new product or service. It is difficult to develop true insights from quantitative data (typically missing the “why”), and by definition any research that is evaluative in nature is more about the findings, conclusions and recommendations than about consumer insights.