The factors that influence consumer behaviour can be classified into internal factors or (individual determinants) and, external environmental factors. External factors do not affect the decision process directly, but percolate or filter through the individual determinants, to influence the decision process as shown in Figure: A simplified framework for studying consumer behaviour
The arrow shows how the external influences are filtered towards the individual determinants to affect the decision process.
The individual determinants that effect consumer behaviour are:
Motivation and involvement
Personality and self-concept
Learning and memory
The external influences or factors are:
Social class influences
Social group influences
We shall give a brief description of these influences in this section and they will be dealt with in greater detail in the subsequent sections.