GROUP OF INTERNAL AND EXTERNAL FACTORS INFLUENCING ON CONSUMERS PURCHASING DECISIONS

There are many factors that have influence on a consumer. Those factors are basically divided into external and internal factors. The main objective of this study was to determine which factors have greater impact on consumers when it comes to their purchasing decisions. The assumption in this paper was that internal factors have greater imact on consumer behavior in relation to external factors. The survey was conducted using a sample of 205 respondents. Studies have shown that internal factors have a greater influence and imapact on consumers in relation to external factors. It is important to shed light on consumer behavior and on structure of deferent aspects of the internal and external factors that have impact on buying decisions.