Consumer buying behavior is the behavior that a consumer exhibits when buying the product or a service. Each and every consumer has his own buying behavior that shows him during the purchase of different products. This behavior demonstrated by the consumer is the result of a series of influences which he / she receives from the environment. These influences can be classified into four factors viz. Cultural Factors, Social Factors, Personal Factors and Psychological Factors.
Cultural factors: - culture, subculture and social classes are particularly important in buying behavior. Culture is the fundamental determinant of a person's desires and behavior. Each culture consists of smaller subcultures that provide a more specific identification and socialization of its members. The subculture includes nationalities, religions, racial groups and geographic regions.
Social Factors: In addition to cultural factors, a consumer's behavior is influenced by social factors such as reference groups, roles, and family and social states. A person's reference group consists of all groups that have indirect (face-to-face) influence or indirect influence on the person's attitudes or behavior. Groups that have direct influence over a person are called membership groups. Some membership groups are also called primary groups, such as family, friends, neighbors, and co-workers with whom the person interacts fairly continuously and informally. People also belong to secondary groups such as religious, professional, and union groups that tend to be more formal and require less continuous interaction. The aspiration groups are those who like to join; Dissociative groups are those whose values and behavior an individual rejects. The family is the most important consumer buying organization in society, and family members constitute the most influential main reference group. A person participates in many groups-families, clubs, organizations.