Definition

Solomon (“Consumer Behavior: Buying, Having, and Being”) defines it as “the study of the processes involved when individuals select, purchase, use, or dispose of products, services, ideas, or experiences.”

Introduction

Understanding why people buy is harder than making what they buy. Motives, perceptions, habits, and social influences drive choices.

Explanation

1️⃣ Psychological – perception, learning, motivation.
2️⃣ Personal – age, lifestyle, occupation.
3️⃣ Social – reference groups, family, status.
4️⃣ Cultural – values and beliefs shaping consumption.

Key Takeaways

• Buying is both logical and emotional.

• Consumer insight is a competitive weapon.

• Culture frames perception of value.

Real-World Case

Dove “Real Beauty” campaign tapped into psychological and social factors of self-esteem to reshape beauty norms.
Reference: https://www.dove.com