This document discusses factors that influence consumer behavior and the consumer decision-making process. It covers cultural factors like subcultures, social factors like reference groups and family, and personal factors such as age, values, and lifestyle. Key psychological processes that influence consumer responses are also examined, including motivation, memory, learning, and perception. The consumer decision process is analyzed through the stages of problem recognition, information search, evaluation, purchase, and post-purchase behavior. Models of choice and risk perception are also presented.