2. Buyer Behavior Describe the consumer decision process for your product/service. Explain what factors would motivate this purchase, the search process, what attributes might be important at the alternative evaluation stage, the degree of problem solving, etc. Explain what traditional external factors might influence consumers' decision making process for this product or service such as culture, subculture, social class and reference group. Any new trends? What are the implications of your consumer behavior analysis for the development of your IMC plan