 
Consumer behaviour is defined as “The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.”
FACTORS INFLUENCING THE CONSUMER/BUYING BEHAVIOUR
Following are the factors influencing the buying behaviour of consumers.
a) Cultural factors
Culture refers to a set of values, traditions or beliefs which guide the individual’s behaviour.
b) Social factors
The social class to which an individual belongs also affects his buying behaviour.
1. Reference groups
A reference group refers to all groups that influence attitudes and behaviour of a person.
2. Family
3. Social role and status
c) Personal factors
1. Age
2. Occupation
3. Lifestyle
4. Income .
5. Personality
d) Psychological factors
1. Motivation
2. Perception
3. Learning
4. Beliefs and Attitudes
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