Consumer Behaviour 75
4.3 FACTORS INFLUENCING CONSUMER BEHAVIOUR
Marketers need a fuller understanding of customers’ habits and attitudes, and their reactions to products,
packing, selling and advertising methods. A large number of factors affect buyers’ behaviour. These may
be cultural, social, personal and psychographic, which shape consumers’ buying behaviour. The follow-
ing sub-sections give a detailed idea about those factors and their role in infl uencing buyers’ behaviour.
4.3.1 Cultural Factors
Culture depicts a set of norms, beliefs, traditions and attitudes that guide an individual’s behaviour. It
is inherited and dynamic in nature. An individual’s cultural aspects are developed through the process
of socialization and acculturation. ...