Consumer behavior is study of why people buy, what they buy , why they buy and how they buy goods and services for personal consumption. Five stages 1 need recognition- what person are in need of i.e motive 2 information search- search for various alternative i.e perception 3 evaluation of alternative - which alternative suits our need best i.e integration 4 purchase decision- actual purchase decision to fulfill need 5 post purchase evaluation- satisfaction or unsatisfaction from the product i.e learning
