Consumer Behaviour and Its Psychology: New Frontiers of Research in Marketing Strategy

This research paper explores the evolving landscape of consumer behaviour through a multidisciplinary lens, blending insights from psychology, behavioural economics, neuroscience, and digital marketing. It investigates the psychological drivers, such as perception, motivation, emotion, and cognitive biases, that shape purchasing decisions, and examines how these factors are amplified in the digital era through data-driven and AI-powered personalisation strategies. The study highlights the integration of traditional and digital marketing, emphasizing the role of mobile commerce, social media, and influencer marketing in reshaping consumer engagement. It further examines the ethical implications of personalisation, data privacy, and neuromarketing, stressing the importance of transparent and human-centered approaches. With a focus on Business Process Management (BPM), resonance marketing, and hyperdifferentiation, the research presents strategic pathways for enhancing brand loyalty and customer experience. Through case studies and emerging trends, especially in India and other fast-growing markets,the paper underscores the need for culturally adaptive, technologically agile, and ethically sound marketing strategies. As the future of consumer behaviour moves toward hyper-personalization and sustainability, the study offers a comprehensive framework for businesses aiming to create meaningful, data-informed, and value-driven consumer relationships.