Department of Political Science Nnamdi Azikiwe University, Awka, Nigeria

Abstract

This study presents a conceptual review on the behaviours that consumers display in searching for, purchasing, using, evaluating and display of products and services. Consumer behaviour and their decision-making process has advanced and has become an important topic in the marketing society in the last few years. Based on the reviewed literature, it was established that changes in economics, society and technology affect the way consumers behave and react to product and services. The marketing starts and finishes with the consumer hence, consumer purchasing decision making shows how well the organizations’ marketing strategy suits marketing demand. Consumer behaviour includes the psychological procedures which consumers experience in understanding their requirements. Discovering patterns to rectify these requirements, taking buying decisions for example, whether to purchase goods and services and if so, what type of brand and where, interpret tips, making plans, and executing these plans, with engaging in comparison, shopping or real buying of product. Totally, modern and professional marketing staffs try to know consumers and their responses, therefore, analyzes the essential traits of their behaviour. Further research is needed to explore locally on consumer behaviour.