FACTORS AFFECTING CONSUMPTION BEHAVIOR

Many things are considered by consumers in deciding their choice. The factors that influence
consumption behavior can be grouped into internal factors, namely consumer psychology
and external factors. The purpose of this research is to get an in-depth picture of the factors
that influence consumer behavior. The research method used in this study is a literature
review. The results in this study are that consumer behavior is influenced by internal factors
(income, motivation, perceptions, values, knowledge, and attitudes), and external factors
(price and non-price). Where non-price factors play a role in decision making, namely quality,
substitute products, subjective norms, promotion, and the socio-cultural environment.
Consumer understanding of the price paid is commensurate with the benefits obtained by
consuming the product.