Buyer behavior can be defined as the activities and decision processes that involves in choosing between alternatives, procuring and using products or services.
The behavior of buyers is influenced by various factors, we can broadly categorize them in two categories of influence
1. Endogenous factors (i.e. factors that are internal to the individual). These influencers are needs and motives, learning, attitudes, personality and self concept.
2. Exogenous factors (i.e. factors that are external to the individual). These factors are Culture, reference groups, family, social status etc.
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