Consumer behavior is a branch of marketing and psychology that focuses on how individuals or groups select, purchase, use, and dispose of goods, services, and ideas to satisfy their needs and wants. It involves studying factors such as motivation, perception, attitudes, culture, social influences, and decision-making processes that influence consumer choices and behaviors. Researchers in this field often use techniques such as surveys, experiments, observation, and data analysis to better understand and predict consumer behavior in order to develop effective marketing strategies.