What is planning in the context of consumer behavior?

In the context of consumer behavior, planning refers to the process of determining how to effectively solve a problem or meet a need through strategic decision-making. This involves identifying specific goals, assessing available resources, and devising a course of action that will lead to the desired outcome. Consumers engage in planning when they anticipate their needs and consider the steps necessary to satisfy those needs, such as researching products, comparing prices, and deciding on purchase timing.

This understanding of planning emphasizes its proactive nature, wherein consumers do not merely react to situations but actively strategize ways to address their consumption needs. For instance, a consumer planning to buy a new laptop will likely consider factors such as budget, specifications, and which retailers have promotions, thus engaging in a systematic approach to making informed purchases.