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1. Infuences Affecting Consumer Behaviour

   • Consumer behaviour : the process through which the ultimate buyer or household consumer makes purchase decisions
   • Factors that influence purchasing behaviour
     • Social factor : external influences (culture, social class, reference groups, family, and opinion leaders)
     • Psychological factors : factors external to the individual ( needs and motives, perceptions, attitudes, learning, and self concept)
     • Situational factors : external factors related to the particular circumstances under which pursade is made. ( physical surroundigs, social surroundings, purchase reason, buyers mood and condition)

2. Consumer Decision Process