Consumer Behaviour-Purchase decision

Consumer behaviour plays a crucial role in marketing decision-making, as it helps marketers understand how consumers think, feel, and choose among different alternatives.One of the most important aspects of consumer behaviour is the purchase decision process, which explains how consumers move from recognizing a need to making a final purchase and post-purchase evaluation.This research paper aims to study consumer behaviour with special reference to the purchase decision process, highlighting the factors that influence consumers at each stage.The paper also discusses the relevance of understanding purchase decisions for marketers in a competitive business environment.The study is based on secondary data collected from books, journals, and online sources related to marketing.