Consumer Buying Behavior

The fundamental aim of this study is to delve deeper into the subject of consumer behavior by analyzing the main characteristics of publications on the subject. It also aims to demonstrate the use of the bibliometrics technique in order to improve bibliographic research through creativity, increasing the degree of quality and relevance. Consumer buying behavior is strongly influenced by marketing strategies, emotional, cultural, social and financial aspects. It is up to marketing professionals to use the best ways of approaching and influencing consumers in order to captivate them into making future purchases. It is essential that professionals know their target audience in order to make the right and most assertive decisions. The discussion covers marketing, sales, customer satisfaction and bibliometrics.