What do you understand by consumer behaviour? Discuss the factors that influence the retail consumer behaviour.

Consumer behavior refers to the study of individuals and groups in selecting, purchasing, using, and disposing of products, services, ideas, or experiences. This field of study seeks to understand how consumers make decisions, the processes they go through in their purchases, and the factors that influence these decisions. In the context of retailing, understanding consumer behavior is crucial for retailers to tailor their strategies effectively and meet the needs of their customers.

Several factors influence retail consumer behavior, categorized into psychological, social, cultural, personal, and environmental influences. 

1. Psychological Factors:
   Psychological factors include perception, motivation, beliefs, and attitudes. Perception is how consumers interpret information and make sense of the world around them. Retailers must create appealing environments and messages that resonate with consumers’ perceptions. Motivation refers to the internal drives that push consumers toward fulfilling specific needs, such as physiological needs (hunger, thirst) or psychological needs _______ ________ ____ ________ __________.
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