ANALYSIS OF PSYCHOLOGICAL , SOCIAL, CULTURE AND PERSONAL FACTORS INFLUENCE OF CONSUMER BUYING DECISION (A Case of Apple s Products u ser in President University)

Abstract

Th e study is carried out to analyze of psychology factors, social factors, culture factors and personal factors toward consumer buying decision by case study of President University . In recent years apple had developed fast, especially for the young market. Compare with traditional brand electric products, Apple have the advantages of stable system, fashion appearance, high technology support and fast updated .In this research w e analysis the consumer buying behavior to try to find out the reasons. The resear cher use d four independent variables (psychology factors, social factors, culture factors and personal factors) and one dependent va riable (consumer buying Decision ) for this research. The researcher l ie d quantitative research and c ollect ed data through qu estionnaire. The respondents were 333 students of President University . The research uses M ultiple L inear R egressions to analyze the techniques was used hypothesis and found out that psychology factors, social factors culture factors and personal factors have significant influence consumer buying decision toward college student in President University In this study, mainly introduced the four factors that affect consumer buying behavior including psychological factors, social factors, cultural factors and personal factors, market manager can through these data and the results of the study, analysis and study on consumer buying behavior, and makes the better judgment.