5 Factors Influencing Consumer BehaviorStudying consumer behavior is very important for businesses and marketers, and their business strategy relies on reports of consumer behavior. As we know that the consumer is the person who consumes or uses the goods and services, and the customer is the person who buys from the retail store. In the customer vs. consumer article, we have had a detailed discussion on the differentiation between the two terms. Today, we’ll discuss how the consumer behaves and what factors affect his behavior.