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Consumer Buying Behavior

*Mansi Verma, Amity Business School

**Dr Indu Santosh, Assistant Professor, Amity University Raipur C.G,

indusantosh.cvru@gmail.com

Abstract

Consumer buying behavior encompasses the complex decision-making processes and actions involved when individuals select, purchase, use, and dispose of products and services. This research paper investigates the multifaceted nature of consumer buying behavior by examining the influence of psychological, cultural, social, personal, and economic factors on consumers' decisions. Drawing on established theoretical frameworks such as Maslow’s Hierarchy of Needs, the Engel-Kollat-Blackwell (EKB) model, and the Howard-Sheth model, this study explores the motivations and attitudes that drive purchasing decisions across different product categories and consumer segments.

A significant focus of this paper is the transformative impact of digitalization on consumer buying behavior. The proliferation of e-commerce platforms, social media, and influencer marketing has reshaped the traditional buyer’s journey, making it more dynamic, personalized, and interactive. Consumers now have unprecedented access to product information, peer reviews, and brand interactions, fundamentally altering how they search for, evaluate, and purchase products. Moreover, the research highlights the growing importance of sustainability and ethical considerations in consumer choices. Increasingly, consumers are gravitating towards brands that align with their environmental and social values, signaling a shift towards more responsible consumption patterns.

Using qualitative and exploratory methods, this research synthesizes findings from academic literature, industry reports, and case studies to identify recurring themes and emerging trends in consumer buying behavior. Key findings suggest that while psychological and cultural factors remain foundational, the influence of digital media and sustainability is becoming increasingly pronounced. Marketers must therefore adapt by embracing digital tools, engaging consumers through personalized content, and integrating ethical practices into their brand strategies.

This study contributes to the academic discourse on consumer behavior by providing a comprehensive analysis of contemporary buying patterns and by offering practical recommendations for marketers seeking to understand and respond to evolving consumer expectations. Future research could build on these insights by conducting quantitative studies or cross-cultural comparisons to deepen the understanding of global consumer behavior trends.

Keywords: consumer behavior, digital engagement, psychological factors, social influence, sustainability, brand loyalty, marketing strategies, consumer decision-making.