Consumer behavior refers to the study of how individuals make decisions to purchase goods and services, and the processes they use to select, secure, and dispose of these products. It encompasses all the factors that influence consumer decision-making, from psychological to social, cultural, and economic elements. At its core, consumer behavior examines the reasons behind consumer actions, their preferences, attitudes, and motivations, as well as how external factors such as marketing strategies, social influences, and economic conditions shape purchasing decisions. Understanding consumer behavior is essential for retailers because it allows them to tailor their strategies to meet the specific needs and desires of their target customers. By analyzing how consumers think, feel, and act, retailers can develop products, services, and experiences that resonate with their audience,