Consumer behavior is the way in which consumers make their buying decisions. Traditionally, marketing people have studied how people behave when they buy something. They look at the different ways in which consumers move through a purchase decision to when they finally make a purchase decision and when it's made.
Consumers are continually trying to understand what will happen in the future, what would happen if they performed certain actions, and how much these different courses of action will cost them. Sometimes the consequences of an event may only be known after it has occurred or become clearer with experience or further information being revealed over time.
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