The Effect of Consumer Behaviour in Marketing of an Organization by Sachin Karpe. Consumer behaviours control the type of marketing strategy that organizations such as small businesses employ, so they conduct studies to determine which strategies are likely to prove most effective. Small businesses need to know the members of their target audience, what they want, where they are located and how they’ll react to product promotions. They gather this information via surveys and studying data regarding the past behavior of consumers. Data is obtained from a variety of sources such as marketing databases, sales history and the Internet says Sachin Karpe.