Consumer Buying Behavior

In the marketing field, the issue of consumer behavior is crucial since its assists companies in developing smart marketing strategies through acquiring an understanding of aspects that influence consumer decisions. Today, the business environment is constantly changing; thus, many corporations are striving to remain relevant in the market. The environment is challenging due to political interference, globalization, and advanced technology. Therefore, firms are exploiting various strategies that optimize resource utilization. Khaniwale’s article Consumer Buying Behavior aims at analyzing the theoretical aspects and factors that influence the consumer buying behavior. It also evaluates the relationship between the buying behavior of consumers and the factors that affect their purchasing decision and process. The article outlines factors that influence consumer buying behavior including cultural, personal, social, and psychological factors. From the journal consumer behavior is actions, thought, and feelings of an individual regarding buying goods or services. It helps in understanding when, why, what, where and how a buyer purchases their needs and wants. In my view, the journal provides relevant and sufficient proof that both internal and external factors influence the buying behavior of a consumer considerably. The factors are then divided into sub-topics namely psychological, social…

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