• DR.SEEMA GOTWAL

Philip Kotler gave perhaps the simplest definition of consumer behaviour as "the study of how people buy, what they buy, when they buy, and why they buy." The main objective of the marketing program of a company is to satisfy the need of customers, and help in the continuous increase in the demand of goods. Demand of goods is basically affected by two variable-controllable and uncontrollable factors. Marketer need to be specially careful about the uncontrollable variables while making marketing program. In fact his success depends on the point that we should be intact with right information about the consumer behavior and prepares the marketing program accordingly. Consumer behavior studies look at the complex mix of thoughts, feelings, and habits that influence key decisions along the customer journey—like making an initial purchase, repurchasing a favorite product, or writing an online review. It answers “why” and “how” people buy and use your product. In this article, we will discuss what is consumer behaviour, the role of consumer behavior in marketing, etc.

Marketing, Consumer behavior, Product, businesses, Advertising

"The Role of Consumer Behaviour in Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 7, page no.h59-h62, July-2025, Available :http://www.jetir.org/papers/JETIR2507708.pdf

"The Role of Consumer Behaviour in Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 7, page no. pph59-h62, July-2025, Available at : http://www.jetir.org/papers/JETIR2507708.pdf