A COMPREHENSIVE ANALYSIS OF CUSTOMER BUYING BEHAVIOR: UNDERSTANDING DECISION-MAKING PROCESSES AND INFLUENCING FACTORS AT HERITAGE FOODS INDIA Ltd.

Abstract

Customer buying behaviour refers to the process through which individuals or groups select, purchase, use, and dispose of goods and services to satisfy their needs and wants. Understanding customer buying behaviour is essential for businesses as it helps them identify consumer preferences, predict purchasing patterns, and develop effective marketing strategies. Various factors such as cultural, social, personal, psychological, and economic influences play a significant role in shaping consumer decisions. The study of customer buying behaviour enables organizations to understand how consumers evaluate products, compare alternatives, and make final purchase decisions. In today's competitive market environment, changing lifestyles, technological advancements, digital marketing, and the growing influence of social media have significantly impacted consumer behaviour. Companies that effectively analyze customer behaviour can improve customer satisfaction, enhance brand loyalty, and gain a competitive advantage. This study examines the key factors influencing customer buying behaviour and explores how consumer preferences affect purchasing decisions. The findings provide valuable insights for marketers and business organizations to design customer-oriented products, pricing strategies, promotional activities, and distribution channels that meet the evolving needs of consumers. Understanding customer buying behaviour ultimately contributes to better marketing performance, increased sales, and long-term business success