Consumer behavior

The process and activities that individuals or groups engage in when searching for, selecting, purchasing, using, evaluating and disposing of products, services, ideas or experiences so as to satisfy their needs and desires.

Compound discipline occupying the scientific theories of Psychology, Sociology, Anthropology and Economics aiming to asses and predict the processes of selecting, using, and disposing tangible products and intangible ideas in the context of Consumerism, referring individual as well as groups and organizations. Consumer behavior is usually a tricky part even for the experienced specialists whose task is to decipher consumer’s roles of a decision-maker, payer, buyer and user for the various levels and categories of brands, products and services.