Consumer behaviour analysis is dependant on consumer buying behavior, with the consumer participating in the three specific roles of users, payer and buyer. Consumer behavior is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology, cultural anthropology and economics. It endeavors to understand the customer decision making process, both separately and in communities. It studies characteristics of specific consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also will try to assess affects on the buyer from groups such as family, friends, research groups, and contemporary society generally. WHAT IS CONSUMER Behavior?