Principles of Marketing, 17/e

Characteristics Affecting Consumer Behavior

Author Comment

Many levels of factors affect our buying behavior—from broad cultural and social influences to motivations, beliefs, and attitudes lying deep within us.

Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics, as shown in Figure 5.2. For the most part, marketers cannot control such factors, but they must take them into account.

Figure 5.2

Factors Influencing Consumer Behavior

Figure 5.2 Full Alternative Text

Cultural Factors

Cultural ...