Consumer markets are all individuals and households that buy or acquire goods and services for personal consumption
Consumer buying behaviour is the ultimate consumer buying behaviour (individuals and households) who purchase goods for personal consumption.

1.       Cultural Factors
It is the factor that gives the broadest and deepest influence on consumer behaviour.
a. Culture
A set of basic values, perceptions, desires and behaviours learned by a community member of the family and other important institutions.
b. Sub Culture
A group of people who have the same value system based on life experience and situation.
c. Social class
Division of society is relatively permanent and regular with its members embracing similar values, interests and behaviours.

2.       Social Factors
a. Reference Group
Two people / more who interact to achieve individual or shared goals, this group serves as a point of comparison or direct or indirect reference that shapes a person's attitude / behavior
Opinion: The person in the reference group who, because of the skills, personality, or other special characteristics that influence others

b. Family
The most important consumer buying organization in the community and has been studied in depth

c. Roles and Status
Role: Consists of the activities one would expect to do according to the people around them
Status: Award given by the community

3.       Personal Factors
a.       Age and Life cycle stage
b.      Work
c.       Economic Situation
d.      Lifestyle: A person's lifestyle embodied in his activities, interests and opinions. Lifestyle will include something more than a social class or a person's personality and lifestyle will show the pattern of action and interact a person as a whole in the world.
            e.   Personality and Self-concept
                  Personality: the unique psychological characteristics of a person that leads to a relatively consistent and lasting response to the environment itself.
Self-concept: also called self-image, the basis used is that what one person has contributes to and reflects their identity, meaning: "we are what belongs to us".

4.    Psychological Factors
a. Motivation
Motivation is a necessary need to encourage someone to act
b. Perception
The process through which people choose, organize and interpret information to form meaningful images of the world,
shape:
- Selective attention: The tendency for humans to filter most of the information encountered
- Selective distortion: Describes a person's tendency to interpret information in a way that will support what has been believed
- Selective memory: The tendency to retain information
which supports the establishment and trust of people
c. Knowledge
Changes in individual behavior arising from experience
d. Confidence and attitude
Belief: a descriptive thought someone has about something
Attitude: Evaluation, feelings and inclinations of a person against a relatively consistent object or idea

The Role of Consumers in Buying:
1. Proponent: the person who first suggested / sparked the idea of buying a particular product
2. Influence Giver: The person whose views / suggestions influence the buying decision
3. Decision Maker: The person who finally made the buying decision
4. Buyer: the person who actually made the purchase
5. Users: people who consume / use the product