A Review of the Analysis and Evolution of Consumer Behavior Theories

Analyzing consumer behavior and how to decide on the purchase and selection of products is one of the important topics in the marketing literature. Understanding consumer behavior helps marketers to have a good understanding of consumer product and service selection methods. Although accurately predicting customer behavior is always one of the most difficult tasks for marketers, but understanding theories of consumer behavior and analyzing them can be very helpful in guiding customers. Changing lifestyles, people's experiences of buying products, their beliefs and ideas in how to make decisions, technological advances, increasing customer awareness and knowledge about products, etc. can be effective in changing the behavior and selection of brands and companies. But what is important is how this path can be identified and what factors can be involved in changing decision-making styles and consumer behaviors. Despite the importance of this issue, companies and marketers do not pay much attention to this issue and do not show a willingness to apply theories of consumer behavior. The purpose of this study, in addition to reviewing the theories in consumer behavior, is to provide an overview of the evolution of consumer behavior theories so that by recognizing the various aspects of theories in this field and its variables, a step can be taken to improve marketing theory.