Introduction to consumer behaviour

Introduction to consumer behaviour

1. Consumer behavior is the consumption process that people go through to satisfy their needs and wants.

2. The actors of consumer behavior are:

   • Consumer
     • It is the individual who acquires, uses or enjoys the product or service, that is, it is the final recipient of the good or service acquired.
   • Buyer
     • It is the individual, agency or company that makes the purchase of the product or service, as well as serves as an intermediary.
   • Influencer
     • It is the individual who by saying a word or taking an action deliberately or unintentionally, will influence the purchase or purchase decision to be carried out.
   • Client
     • It is the individual or company that makes the demand on the product or service.
   • Decision-maker
     • It is the individual who determines to make the purchase within some available options of products or brands.