Major Categories of Influence on Consumer Buying Behaviour:

There are three major categories of influences on consumer buying decision process. They are outlined below.

• personal factors
• psychological factors
• social factors
• Personal Factors

Personal factors are unique to individual consumers. They include (a) demographic factors, (b) situation factors and (c) level of involvement

• Demographic factors refer to those characteristics such as age, sex , race, ethnic origin, income, family life cycle and occupation.
• Situation factors regard external circumstances or conditions, which are relevant and exist when a consumer is making a purchase. For example, time to make a decisions is a situation factor.

Consumer's level of involvement refers to the importance and intensify of his/her interest in a product in a particular situation. This will affect the buying decision.

The consumer is said to have enduring involvement if he/she has an on-going interest in a product class because of personal relevance. If he/she finds himself/herself in the particular circumstances or environment, the case becomes a situational involvement at the time of purchasing.