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Consumer buyer behavior is defined as the buying behavior of final consumers ? individuals and households who buy goods and services for personal consumption (Armstrong & Kotler, 2005).
Not only must the behavior be identified, the consumer must be enticed to buy the product. The product, price, place and promotion or the Marketing Mix are very important aspect of creating desire, but the buyer's environment will be the deciding factor in their buying behavior (Armstrong & Kotler, 2005). Why is a buyer's environment so important in their decision to buy a product or not? Because, environmental factors such as culture, social, personal and psychological factors are not areas that anyone can control and they will typically surface as a preference with no other explanation...
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