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QUESTION. What are the key factors and subfactors that influence consumer behaviour? Discuss how these factors may influence marketing strategy planning. In the real business world, it is important for the marketers to take a closer look at what makes consumer say yes when it comes to making a purchase decision. A consumer's decisions to purchase are driven by a variety of complex factors, namely Cultural, Social, Personal, and Psychological. The degree to which marketers understand of these factors is a measure of success in the marketplace. To have deep understanding into the buying behaviour of consumers does not happen just by observing what consumers do when they choosing the product. It comes with insight on why consumer do what they do and perceive and how they act on marketing information in their own special way. Consideration of individual differences in social class, reference group, personality and lifestyle, and perception should...

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