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e a Unique Selling Point to its potential customers. So understanding the consumer behavior is very necessary in order to achieve these goals.

A successful marketing campaign will contain all those factor that ultimately influence the consumer behavior. There was a time when the marketers were able to understand the behavior of their customers due to the daily selling. But the scenario is very much different and complex now. The markets have grown and the consumers have also grown. Moreover, competition in the markets has become intense. So now the companies spend a lot of money to understand the behavior of their consumers.

Kotler describes a model of Consumer Buyer Behavior. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior (Principles of Marketing 2nd edition, pg. 230). So, the marketer has to look into the behavior of the consumer very deeply. According to the Kotler's model the consumer buyer behavior have two parts. First, the characteristics of the consumer or the ability of the consumer to perceive the message that has been conveyed by the company for its certain product or service. Secondly, the decision making process of the buyer also effects the consumer behavior.

According to the model described by Kotler there are several factors that affects the consumer buyer behavior. These factors include cultural, social, psychological and personal factors.

Cultural Factors
The set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions (Principles of Marketing 2nd edition, pg. 230). Culture is the most basic cause of a person's wants and behavior. Human behavior is largely learned. Growing up in a society, a child learns basic values, perceptions, wants and behaviors from the family and other important institutions.

Social Factors
These factors are relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors (Principles of Marketing 2nd edition, pg. 233). Almost every society has some form of social class structure. Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests and behaviors. So the consumers behave according to their social class.

Personal Factors
A buyer's decisions are also influenced by personal characteristics such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept (Principles of Marketing 2nd edition, pg. 238).

People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture and recreation are often age related. Buying is also shaped by the family life cycle - the stages through which families might pass as they mature over time. Also the economic situation prevailing around the consumer, occupation, also most importantly the personality of the consumer also affects the buying behavior of the consumer.

Psychological Factors
A person's buying choices are further influenced by four important psychological factors: motivation, perception, learning, and beliefs and attitudes (Principles of Marketing, 2nd edition, pg. 244).

Motivation - Need becomes a motive wh