11. Consumer purchases are highly influence by two factors.

13. Motivation Motive or (drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

14. Perception The process by which people select, organize and interpret information to from a meaningful picture of world.

15. Learning Changes in an individual’s behavior arising from experience.

16. Beliefs A descriptive thought or conviction that a person holds about something.

17. Attitude A person’s relatively consistent evaluation, feelings and tendencies towards an object or an idea.

19. Age and life cycle

20. Occupation

21. Economic Situation

23. Culture The set of basic values, perceptions, wants and behavior by a member of society from family and other important institution

24. Sub-Culture A group of people with shared value system based on common life experiences and situation.

25. Social Class Relatively permanent and ordered divisions in a society whose members share similar values, interests and behavior.

34. Divisibility Can the innovation be used on a trial basis? Complexity Is the innovation difficult to understand or use? Communicability Can results be easily observed or described to others? Compatibility Does the innovation fit the values and experience of the target market? Relative Advantage Is the innovation superior to existing products?

38. Buying Decision Influencer Initiator User Buyer Decider

39. The person who first suggests or thinks of the idea of buying a particular product or service. INFLUENCER A person whose views or advice carry some weight in making the final buying decision.

40. The person who ultimately makes a buying decision or any part of it- whether to buy, what to buy, how to buy or where to buy . Buyer The person who makes an actual purchase. User The person who consumes or uses a product or service.

41. Post purchase Behavior Purchase Decision Information Search Need Recognition Evaluation of Alternatives

42. The first stage of the buyer decision in which the consumer recognizes a problem or need.

43. The stage of the buyer decision process in which the consumer aroused to search for more information; the consumer may simply have heightened attention or may go into active information search.

45. The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

46. The stage of the buyer decision process in which the consumer actually buys the product.

47. The stage of the buyer decision process in which the consumer take further action after the purchase, based on their satisfaction or dissatisfaction.