ANALYSIS OF PSYCHOLOGICAL, SOCIAL, CULTURE AND PERSONAL FACTORS INFLUENCE CONSUMER BUYING BEHAVIOR OF APPLE’S PRODUCTS

Abstract

The study is carried out to analyze of psychology factors, social factors, culture factors and personal factors toward consumer buying behavior by case study of Zheng Zhou University. In recent years Apple had developed fast in China, especially for the young market. We are analysis the consumer buying behavior to try to find out the reasons. The researcher uses four independent variables (psychology factors, social factors, culture factors and personal factors) and one dependent variable (consumer buying behavior) for this research. The researcher uses quantitative research to process the research, collect data by questionnaire. The respondents of questionnaire are from Zheng Zhou University. The research uses multiple linear regressions to analyze the independent variables influence dependent variable. After research and analysis, the research shows that psychology factors, culture factors and personal factors have significant influence consumer buying behavior toward college student in Zheng Zhou University, and no influence of social factors toward consumer buying behavior.