Factors Influencing Consumer Buying Behavior

The study is focused on the factors which affects the consumer buying behaviour. The objective of the study is to know the factors which affects consumer buying behaviour towards goods and services and to gain knowledge on how the factors affect the purchase decision of an individual consumers. The qualitative approach is used in this study. The secondary data is collected for this study. Many factors and characteristics that influence the individual in what he is and the consumer in his decision making process, buying habits, buying behaviour, the brands he use or the retailers he go. A buying decision is the result of each and every one of these factors. An individual or a consumer is led by his culture, subculture, social class, membership group, family, personality, psychological factors, etc. and is influenced by cultural trend as well as social and the society. By identifying and understanding the factors that influence the customers, brands have the opportunity to develop the strategy, a marketing message and advertising campaigns more efficient and more with the needs and ways of thinking of their target consumers, a real asset to better meet the needs of its customers and to increase the sales