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Consumer behaviour is highly influenced by external and internal factors. The external factors are divided into five sectors: Demographics, socio-economics, technology and public policy; culture; subculture; reference groups; and marketing. The internal factors include a variety of psychological factors, such as beliefs and attitudes, motivation, perception, learning and self-image (Malcolm, 2001). Studies have shown that these factors and others that fall beyond the marketer’s control have a significant impact on consumer’s behaviour and purchasing decisions
