A) Endogenous factors:

1. Needs and motives: When an individual recognizes that he/she has a need, this acts to trigger a motivated state.

2. Perceptions: Are the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.

3. Learning processes: Much of human behavior is learned and the evidence of learning is a change in a person’s behavior as a result of experience.

4. Attitudes: Are a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object.

5. Personality type: Like attitudes, personality types (e.g. self-confident, nervous, introvert, extrovert, ambitious, bold etc. ) serve to bring about a consistency in the behavior of an individual with respect to his/her environment.

6. Self-image: It is a fusion of how a person would ideally like to be, the way a person believes others see him/her and how a person actually is.

B) Exogenous factors

1. Culture: It is defined as the complex of values, ideas, attitudes and other meaningful

symbols created by people to shape human behavior and the artifacts of that behavior as they are transmitted from one generation to the next.

2. Social class or status: Are groups of people based on income, occupation, education and lifestyle.

3. Reference groups: The group(s) to which a person belongs exerts an influence upon the behavior, beliefs and attitudes of its members by communicating norms and expectations about the roles they are to assume.

4. Family membership: It is another reference group and often forms a decision making unit with respect to household purchases.