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INTRODUCTION In recent years there have been many forces, which have compelled organizations to analyze the way in which they operate. A comprehensive understanding of Consumer Behavior, has today become a growing phenomenon among businesses as it can be seen as the key to staying competitive in today's rapidly changing globalized environment. Consumer Behavior can be distinguished as the mental, physical and emotional processes that people engage in when selecting, purchasing, using and disposing of products or services to satisfy particular demands. It's a subdivision of marketing that fuse elements from economics and psychology by examining the traits of individual consumers in spheres such as demographics, psychographics, and behavioral variables. FACTORS THAT INFLUENCE CONSUMER BEHAVIOR There are a number of determinants that propels consumers to make the decisions which they make. Among them are Environmental Factors, Social Factors and Individual Factors. ENVIRONMENTAL FACTORS CULTURE & SUBCULTURE As stated by P Kotler" cultural factors exert the...

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