“Consumentengedrag” is a Dutch term that translates to “consumer behavior” in English. It refers to the study of individuals and groups in relation to their purchasing decisions and use of goods and services. This field explores various factors that influence consumers, such as psychological, social, cultural, and economic influences, as well as personal preferences and needs. Understanding consumer behavior is essential for businesses and marketers to effectively target their audience, tailor their products, and create marketing strategies that resonate with potential buyers. Key aspects of consumer behavior include decision-making processes, brand loyalty, and the impact of advertising on purchasing choices.