This document outlines consumer behavior and the consumer decision-making process. It discusses what influences consumer behavior, including cultural, social, and personal factors. Cultural influences include culture, subculture, and social class. Social influences include reference groups, family, and social roles. Personal factors impacting consumer behavior are age, life stage, occupation, economic situation, lifestyle, personality, and self-concept. The five stages of the consumer decision-making process are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Cultural, social, and personal factors influence each stage of the process.