Consumer behavior is the study of how consumers make decisions to purchase, use, and dispose of goods. Understanding consumer behavior provides insight into customer wants and needs, allowing for increased sales and more successful products. Consumer behavior is influenced by personal, psychological, and social factors. Businesses track consumer behavior through surveys, focus groups, social media research, reviews, and analytics to better understand the consumer decision process and how to influence it.

1. Consumer Behavior
By Jared Wise

2. What is Consumer Behavior?
 Consumer Behavior is the study of how consumers
make decisions about what they want, desire, or
need
 It's also how do they buy, use, and dispose of
goods that they purchase

3. Why Understand Consumer Behavior?
 Insight into customers wants/needs
 Potential for increased sales
 Greater understanding of who your customer is
 More Successful Future Product Releases
 Better Campaign Impact

4. What Influences Consumer Behvaior?
 Personal Factors - A person's own opinions and interets
will effect behavior
 Psychological Factors - A person’s ability to comprehend
information, their perception of their need, their
attitude, will all play a part.
 Social factors – Peer groups, from family and friends to
social media influence, also includes social class, income,
and education level.

5. How to Track Consumer Behavior
 Surveys, Q&As
 Focus Groups
 Keyword Research, Google Analytics, Google Trends
 Twitter Research, Social Media Research
 Government Databases
 Competitor Analysis
 Customer Reviews

6. Surveys & Reviews
 It is crucial for a business to read its' own customer's
reviews about their experience at the store or making a
purchase online
 Reviews are often public, and permanent online, meaning
that a few bad ones can really stain an image
 Surveys are an essential tool at figuring out your
customers' own wants or needs when making a purchase
decision

7. Using Google
 Google Trends highlights research activity
 Google Analytics analyzes webtraffic
 Shows your audience's geography, interets, and
demographcis
 Convert these numbers into a practical picture for your
campaign

8. Competitor Analysis
 Pi Datametrics, emasures impact of your brand, product,
& performance against competitors after the end of a
campaign
 Kompyte, compares traffic, referrals, and visitor behavior
 SimilarWeb provides users with info on webtraffic,
referrals, ads, and social media.
 Spyfu tracks keywords to see if your competitors overlap
 BuzzSumo searces content by keyword into competitor's
URL(s)

9. Consumer Buying Process
 1.Problem Recognition: demand requires a purchase
 2.Information Search: consumer searches for prospects
 3.Evaluation of Alternatives: products are shortlisted
 4. Purchase Decision: factor pros and cons
 5. Post Purchase Behvaior: either they will like it and
recommend, or dislike and downtalk

10. Selective Retention
 Consumers cannot retain information about all things or
messages they are exposed to on a daily basis
 There are many companies that counteract this by
providing product brochures or reminder advertising to
stay top-of-mind

11. Key Takeaways
 Consumer Behavior is the study of how consumers make
decisions about what they want, desire, or need
 It's important to monitor analytics
 Reading and responding to customer reviews is crucial
 Understanding your customers increases your sales &
business
 There are Personal, Psychological, and Social factors that
influence every customer's decision

12. End / Thank You
Jared Wise