Consumer behavior is the study of how individuals and households make purchase decisions to satisfy their needs, wants, and desires. It encompasses the emotional, mental, and behavioral aspects that influence the decision-making process. Factors such as emotions, attitudes, and preferences play a significant role in consumer behavior. It also examines how consumers choose, buy, use, and dispose of products and services, and how companies can better understand and attract customers by analyzing their buying and spending habits. This field of study is important for businesses as it helps them create effective strategies to sell their products and services. Additionally, understanding consumer behavior involves using models and conducting in-depth analyses to observe and understand customer interactions with a company.