The success of every marketing program depends on the positive response of consumers, whose purchasing decisions are influenced by various factors. Personal, psychological, social, and cultural factors have been found to impact greatly consumers’ buying behavior that includes decision making (Kotler and Keller, 2009). In addition, the marketing mix of product, price, place and promotion presents the tool kit that marketers can use to develop their marketing strategy to influence customers’ buying behavior (Johnston and Marshall, 2003). While the first set of factors is beyond the control of the marketers and the second set can be intervened, both sets of factors are important to customers’ buying behavior; hence, these factors have been studied extensively to strengthen marketing strategies so as to catch elusive consumers.
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