A consumers buyer behaviour 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, understanding of their impact is essential as marketing mix
strategies can be developed to appeal to the preferences of the target market.

When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages; problem recognition, information search, evaluation of alternatives, purchase decision and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in......

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Title: A Consumers Buyer Behaviour Is Influenced By Four Major Factors; Cultu
Approximate Word Count: 960
Approximate Pages: 4 (250 words per double-spaced page)

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