Motivation - A collection of factors that influence your conduct, either positively or negatively. , Buying Motives - The reasons that you buy, Emotional Motives - Reasons to purchase based on feelings and emotions, Rational Motives - Reason to buy based on facts or logic, Patronage Motives - Based on loyalty, Buying Behavior - In relation to the procedures and actions that consumers employ when they acquire services and products, Consumer Decision Making Process - The method by which consumers gather and evaluate information in order to make decisions among various options, Personal Identity - Consists of the characteristics that make a person unique, Personality - A pattern of emotions and behaviors that define an individual, Attitude - A frame of mind developed from a persons values beliefs and feelings, Self-Concept - An individual's belief about his or her identity, image and capabilities., Lifestyle - The way a person lives as reflected by material goods , activities, and relationships, Culture - The history, beliefs, customs and traditions of a group, Reference Group - A group of people or an organization that an individual admires identifies with and want to be a part of , Problem Recognition - The first step in the decision making process occurs when you recognize a need desire or problem , Information Search - After identifying a need or problem you gather information about alternative solutions , Evaluate Alternatives - After gathering information you evaluate the various alternatives to determine which is best, Purchase - You will make the purchase if a suitable choice is available that appears to satisfy the need or solve the problem and that you can afford, Post Purchase Evaluation - Each time you make a purchase and use the product or service you will begin to realize whether it met the need or solved the problem,

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