Consumer behaviour Using Big Data Analytics

Abstract

There is no doubt that data is the new oil in the 21st century. Just like oil, data grows in value when refined. It offers tremendous potential for unravelling the mysteries of any data set and drawing valuable insights from it. When correctly assessed & addressed, these insights can lead to positive results. The purpose of this paper is to describe the meaning and characteristics of big data, as well as analyse the characteristics of consumer behaviour within the context of big data analysis. Based on the results, external factors and internal perception are major factors that affect consumer decision making, while big data impacts consumer perception through external factors.