consumer behavior

Consumer behaviour is a hotbed of psychological research, as it ties together issues of communication (advertising and marketing), identity (you are what you buy), social status, decision-making, mental and physical health (Holt et al 2004). Customer behavior study is based on consumer buying behavior, with the customer playing three distinct roles of user, informer and buyer. According to Loudon (1988) consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Solomon (1994) purports that a brand is a name, term, sign, symbol or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition. A typical market is characterized by the presence of many different kinds of brands and consumers have to make their own judgments about the properties of these brands before making a choice. This paper attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions and others affect buying behavior and bring to light the factors that affect consumer brand choice and product judgment.
Every day consumers have to decide to buy products and services more than once. A consumer passes through many processes in making choices about which products and services to buy, which is the consumer’s buying decision process. During the decision making process of buying behaviour, in recognition of the problem, the consumer begins to search information and then evaluates alternatives according to qualifications (price, quality and image) of product/service or brand. When the consumer has enough information, they make a choice between the alternatives and then they buy it. Several factors which are individual and environmental affect consumers in