Consumer behavior is a function of the individual involved in relation to -
The product category and
The current situation
Consumer behavior is not uniform. It differs from individual to individual. It is preference for any product such as food, clothing, housing; entertainment etc. A consumer is different from another consumer. Thus consumer behavior is indicated in purchasing goods from one person to another. The purchasing and consumption behavior of the consumer for the same product will often change depending on the situation in facing at that time. Consumer behavior is also influenced by
Individual characteristics
Product characteristics and
Situational characteristics
Consumer Decision Making Process is indicated in the following chart
Participants