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Consumer behavior refers to the study of how individuals, groups, or organizations select, purchase, use, and dispose of products, services, ideas, or experiences to satisfy their needs and wants. In the context of retailing, consumer behavior focuses on understanding the factors that influence shoppers’ decisions, including psychological, social, cultural, and personal elements. Psychological factors encompass motivation, perception, learning, beliefs, and attitudes, all of which shape the way consumers evaluate and choose products. Social factors involve family, friends, reference groups, and social networks that affect preferences and purchasing patterns. _______ _______ ___ ________ ________.
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