247E-Book Lecture: Factors That Influence The Consumer Behaviour

The various factors that influence the
consumer behaviour are as follows:

• Marketing factors such as product design, price, promotion, packaging, positioning and distribution.
• Personal factors such as age, gender, education and income level.
• Psychological factors such as buying motives, perception of the product and attitudes towards the product.
• Situational factors such as physical surroundings at the time of purchase, social surroundings and time factor.
• Social factors such as social status, reference groups and family.
• Cultural factors such as religion, social class—caste and sub-castes.