The chapter focuses on the impact of cultural, social, and individual factors on the buying decisions of consumers. It emphasizes the importance of recognizing social class and group influence in consumer behavior. The chapter also provides a framework for understanding the decision making process by examining different perspectives on consumer behavior, including the behavioral, information-processing, and emotional perspectives. The Chapter also explores the impact of marketing strategies on consumer behavior, highlighting the significance of understanding consumer values, lifestyles, and the five-stage decision model.

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