Consumer buying behaviour looks at the many reasons why people buy things and later

dispose them. Consumer behaviour refers to buying behaviour of the ultimate consumer.
One of the key issues in consumer behaviour is the way the consumer develops, adapt and
use decision making strategies (Moon; 2004). It is the decision process and acts of people
involved in buying and using product. There is the need to understand;
a. Why consumers make the purchase they make?
b. what factors influence consumer purchase?
c. the changing factors in the Ghanaian society?
For consumer to reach his or her buying decision he /she goes through distinct buying stages
when they are purchasing products. First, Realising the need to purchase or want something?
The consumer realises the difference between his / her current state and recognise his need
and want for something. The consumer then starts searching information about the product
through families, friends, media, website, advertisements etc. After the gathering of
information needed, the consumer then evaluates the information and choose from alternative
brands from the market. Again, the buyer finally purchases the product which he assumes to
the best. After purchasing the product, the consumer then takes further action to the marketer
based on his/her satisfaction or dissatisfaction (Kotler ,2009).
A consumers level of involvement is how interested he or she in buying and consuming a
product.