Beginning of Essay
A consumers buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers ....

Middle of Essay
.... complexity of the buying decision behavior. Consumers buyer behavior and the resulting purchase decision is strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. CULTURAL factors include a consumer’s culture, subculture and social class. These factors are often inherent in our values and decision processes. SOCIAL factors include groups (reference groups, aspiration groups and member groups), family, roles and status. This explains the outside influences of o ....