The three major factors that can affect customer buying behavior are: 1. Personal factors: These are individual characteristics such as age, gender, income, occupation, lifestyle, and personality. These factors can influence a consumer’s purchasing behavior based on their personal preferences and needs. 2. Psychological factors: This internal mental process can affect buying behavior, like motivation, perception, learning, and attitudes. These factors often stem from cultural and social norms, personal beliefs, and values. 3. Situational factors: External circumstances can affect a customer’s purchasing behavior, too. This is usually the physical environment, time, and social surroundings. For example, a customer may have varying purchasing behavior depending on the time of day or location.