A Study on Consumer Behavior: Factors Influencing Consumer Buying Decisions in The Modern Market

Consumer behaviour is a significant area of study in marketing as it helps businesses understand how individuals make purchasing decisions. Rapid technological advancements, digital marketing, social media, and changing lifestyles have transformed the way consumers search for information, compare products, and make purchases. This research paper examines the concept of consumer behaviour, the factors affecting buying decisions, the stages of the consumer decision-making process, and the impact of digital technology on purchasing patterns. The study also highlights the importance of understanding consumer behaviour for developing effective marketing strategies and achieving customer satisfaction. The paper concludes that businesses that continuously analyse consumer preferences and adapt to market changes are more likely to gain a competitive advantage.