Consumer behavior refers to the actions and decisions made by individuals or groups when purchasing goods or services. It encompasses the entire process of identifying, evaluating, and acquiring products, as well as the factors that influence these choices. These factors can include personal preferences, cultural norms, social influences, and economic considerations. Understanding consumer behavior is crucial for businesses to effectively market and sell their products, as well as for individuals to make informed and satisfying purchasing decisions. It is a constantly evolving and complex field, influenced by a variety of internal and external factors, making it a key aspect of modern society and commerce.