Consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It looks at the various internal and external factors that influence buying decisions, including psychological, social, cultural and situational factors. Understanding consumer behaviour is essential for businesses to develop effective marketing strategies and create products or services that satisfy consumer needs and wants. Some key aspects of consumer behaviour include motivational research to understand what drives consumer choices, enhancing perceived customer value, and individualized marketing approaches.