One of the most challenging concepts in marketing, is the understanding of why financial service customers do what they do or dont do. But such knowledge is critical for marketers since having a strong understanding of buyer behavior will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs that they believe will be of interest to customers. As you might guess, factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful guidelines in how someone decides whether or not to make a purchase a financial service. So understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on financial consumer behavior is limitless, discuss extensively four of these key influences.