Behavior can be defined as the acts of individuals in making decisions to spend resources on goods and services. Understanding consumer behavior and what motivates customer purchases is an important part of marketing. Businesses research questions like who buys products, how and where they buy, and why, in order to understand what influences customer decisions and better meet their needs. Consumer decisions are affected by social, cultural, personal and psychological factors.

4. Behaviour can be defined as
those acts of 'individuals' which
are directly involved in making
decisions to spend their
available resources (time,
money, energy) in obtaining and
using goods and services.

7. An important part of the
marketing process is to
understand why a customer or
buyer makes a purchase.
Without such an
understanding, businesses
find it hard to respond to the
customer’s needs and wants.

10. Businesses now spend considerable
sums trying to learn about what makes
“customers tick”. The questions they
try to understand are:
Who buys?
How do they buy?
When do they buy?
Where do they buy?
Why do they buy?

11. CONSUMER
DECISION MAKING
PROCESS

12. SOCIAL FACTORS
CULTURAL FACTORS
Culture
Subculture
Social class
BUYING DECISION PROCESS
Reference groups
Family
Roles & Status
PROBLEM RECOGNITION
INFORMATION SEARCH
IDENTIFICATION AND
EVALUATION OF ALTERNATIVES
PERCHASE DECISION
PERSONAL FACTORS
POST PURCHASE BEHAVIOUR
Age
Occupation
Lifestyle
Personality
PSYCHOLOGICAL FACTOR
Motivation
Perception
Attitude

18. Motivation: The force that energizes behaviour,
gives direction to behaviour and underlies the
tendency to persist.
Learning: An individual learns and gains
experience over time. Learning involves changes
in an individual's behaviour arising from
experience.