Who is a consumer? Why is the study of consumer behaviour important in marketing?

Who is a consumer? Why is the study of consumer behaviour important in marketing?

Consumers are individuals, households or businesses who use the products or avail the services of an organisation.As the characteristics, demands and preferences,tastes and habits of the consumers may vary accordingly, it becomes essential to study and understand in detail the buying behavior of the consumer before planning out and developing the product and marketing program of a firm. For this, the marketer actually needs to step into the shoes of the consumer and look at things from the consumer's point of view. This study is known as consumer behaviour.