Consumer behavior tracks the factors that influence brand choice so companies can design offerings that appeal to specific customer needs. It shows what customers look for when buying so companies can create offers that match those needs. It notes how income levels and daily lifestyle shape the way customers compare and select products. It notes how customers react to products and messages so marketers can improve who they target and how. It covers routines and habit-based choices that explain why customers repeat certain decisions.
To get more information on consumer behavior check out its definition.