The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of consumers. Consumers do not spend much time thinking about the purchase of low value products which are bought on impulse. Manufacturers of such products will need to implement strategies that encourage consumers to buy on impulse from them instead of their competitors. To understand what motivates them to purchase, and how you can influence the buying process to ensure that your products or services are on the shopping list. Understanding your customers will help you to develop and distribute your product, as well as getting the right price point and developing successful promotional activities.