Consumer Behavior Conclusion As mentioned in the beginning it is impossible to define consumer behavior‘ in quantitative parameters, what I‘ve tried is to develop an understanding of consumer‘s thought process and his reactions when exposed to different products under different conditions. As a marketer it is imperative to understand what the consumer‘s expectations are from a product, and how he will react to a marketing initiative taken by you or your team. To understand consumers‘ reaction one must consider various factors that influence the consumer‘s mindset – both, within our control and the ones not under our control. An acute understanding of these influences can go a long way in successfully marketing a product. We began with the consumer realizing that there is a need, then he takes action to fulfill the need, he makes a decision and makes a purchase to fulfill his desire, finally after the purchase the customer will evaluate the product as to whether it satisfies him or not, if yes then he again uses the product and eventually becomes a loyal consumer‘, and that is when a marketer attains his goal. When the consumer is undergoing the above process, he tends to get influenced by various factors. These factors are mainly divided into three categories – internal, social and situational. A good marketer will know these influences and how to regulate them to attain his goal. To explain above theories many a practical examples have been used. To give it an analytical view a few case studies have also been inserted in the end. These case studies are to give a deeper insight into consumer reactions to various influences around them that may affect their normal behavior.