Every day we all are making different decision and behaving differently on different situations.

Consumer buying behavior is the output of how individual or household consumers behave or
the decision making on buying any goods or services. Consumer buying behavior is an important
part of marketing, which studies the reasons of why, when, where, what and how the consumers are
behaving on their buying decisions. Consumer buyer behavior depends on different types of
marketing (Products, Place, Price, Promotions) and other stimuli (Economic, Technological, Political
and Cultural) these factors influence the consumer black box to produce responses for making
decision about selecting products, brands choice, price etc.

Cultural, social, personal and psychological these four factors have great influence on consumer
buyer behavior. Human wants, perceptions, values, behavior learned from society, family other
institutions. Social factor consists of a person's reference group family, friend's organizations.
Personal factor is included age of lifecycle, economic situation, profession, personality and other
personal characteristics influence buyer decision process. Different psychological factors like
motivation, perception, attitude, belief have influence on consumer buying decision.
Market segmentation is dividing the entire market into some specific partitions according to different
factors and attributes of the target market as well as the product or services you will be offering to
the market. Consumer market segmentation is influenced by different variables.
Generally different variables are used to segmenting the consumer market. Consumer market
segmentation variables are geographic, demographic, psychographic and behavioral segmentation.
Geographic segmentation is done based on regions, cities, states or other geographic factors. In
demographic segmentation age, gender, family life cycle, education, occupation. Personality,
lifestyle other psychographic factors are the points of psychographic segmentation and behavioral
segmentation are based on benefits, usage rate, knowledge, attitude, to a product or service.
Segmenting the market is not an easy job the people working on it, they have to consider different
factors from many aspects. So segmenting market dependent on one variable is not wise idea.
Marketing people use combination of different variables like geographic, psychographic,
demographic and behavioral to make the segmentation precise.
Consumer buying behavior is influenced by for factors cultural, social, personal and psychological,
these factors are consists of different points like perceptions, values, reference groups, occupations,
life style, belief, attitude etc. In case of market segmentation the same points are repeated like
gender, family life cycle, occupation, perception, income, life style etc in four variables use to
segmenting the market for a product or services. In studying consumer behavior to a particular
product or service and segmenting the market for the product or service some similar points are
studied like age, occupation, life styles, education, and perception in different part of the process of
study. In market segmentation the consumer buying behavior has relevance as segmentation of
market is more or less dependent on buying behavior.