Consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It looks at the various internal and external factors that influence buying decisions, including psychological, social, cultural and situational factors. Understanding consumer behaviour is essential for businesses to develop effective marketing strategies and create products that satisfy consumer needs and wants. Only a small percentage of new products are successful, so adapting to consumer motivation and behaviour is necessary for competitive survival in the market.