buyer's decision process, the model assumes that what is in the black box (consumer's mind) may

be analysed by the study of observed stimuli and responses of the consumer. The black box can

be discussed in two sections, first the stimuli that affects the consumer buying behaviour and

secondly the buyer's decision process. A consumer is influenced by socio-cultural, economical

and individual psychological factors in a purchase activity. The marketers should understand all

these factors to sell products and plan to design products in a way that all factors support the

product. The black box model assumes that the buyer has recognized the problems and considers

the responses of buyer are the result of his logical, conscious and rational decision process.

4.3 Consumers Influencing Factors:

A consumer's buying behaviour is influenced by (1) cultural, (2) social (3) personal and

(4) psychological factors. These factors guide consumers to develop their brand preferences. An

understanding of the influence of these factors is essential for marketers for developing a suitable

marketing mix suitable to the target customer.

Table-4.1: Model of Buyers Behaviour

Source: Kotler, P. Marketing Management, 11th edition, Prentice-Hall India

Cultural factors comprise of a set of values and ideologies of a particular community.

The value of an individual which decides the way he or she behaves. In simple words, culture is

nothing but values, traditions, norms and faith of an individual. What an individual learns from
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