This document discusses factors that influence consumer behavior. It analyzes how cultural factors, social factors, personal factors, and psychological factors can impact an individual's selection and purchase of goods. It also outlines a five-stage model of consumer buying behavior: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document is presented by Dr. Gopal Thapa of Tribhuvan University and provides an overview of concepts in consumer behavior analysis.