Impact of Consumer Behaviour on Sales and Marketing

Understanding consumer behaviour is vital for effective marketing and sales strategies. This study examines how psychological, social, and digital influences shape consumer decisions and how these insights are used by businesses to drive marketing success and boost sales performance. A mixed-method approach combining survey data and secondary research was applied. Findings show that digital platforms, price sensitivity, emotional factors, and brand perception significantly influence both consumer behaviour and business outcomes. The study concludes with strategic recommendations for integrating consumer insights into marketing and sales functions.