Several factors determine what consumer buys, when buys, their choices and preferences.
Factors influencing consumer buying behaviour are mentioned below:
- Personal factors unique to a particular person. It includes demographic factors like age, sex, gender, race, etc., lifestyle of the individual and sometimes the situation.
- Social factor or cultural factors. These factors includes role of the individual in the family, family pattern, reference group, opinion leader, social class, economic status, etc.
- Psychological factors that operate within an individual. It may be consists of perceptions, attitudes, motives, learning, confidence, experience, personality, etc.