Consumer Buying Behaviour refers to the buying behaviour of the ultimate
consumer. Many factors, specificities and characteristics influence the
individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he
goes. A purchase decision is the result of each and every one of these factors. An individual and a consumer is led by his culture, his subculture, his social
class, his membership groups, his family, his personality, his psychological
factors, etc.. and is influenced by cultural trends as well as his social and
societal environment.By identifying and understanding the factors that
influence their customers, brands have the opportunity to develop a strategy, a marketing message (Unique Value Proposition) and advertising campaigns
more efficient and more in line with the needs and ways of thinking of their
target consumers, a real asset to better meet the needs of its customers and
increase sales.