2. Consumer Behavior: External Factors

External factors such as market economy, culture, social values, vogue, and corporate policies for consumers broadly influence consumer perceptions, attitude, and consumer behavior. Consumer spending patterns, propensity to consume, pricing and affordability, brand affinity, and product attraction among consumers are determined by the market economic conditions. Prices, interest rates, and credit availability are some of the components of consumer economy with respect to income and wealth, that significantly affect the consumer consumption behavior (Barnes and Olivei, Journal of Money, Credit and Banking 49:1031–1058, 2017). Generally, consumer’s behavior and preferences toward products and services do not change as a function of economic conditions. Therefore, any adjustments in expenditure patterns during economic contractions or expansions affect the consumption budget. The choice of consumers tends to shift according to the income and expenditure ratio among the consumers (Kamakura and Du, Journal of Consumer Research 39:229–247, 2012). Credit availability and credit interest rates also affect the consumption patterns in the destination countries. It has been observed that an incremental pattern of disposable income and innovation of products in the market is associated with conspicuous consumption. Lower credit interest rate not only increases the consumption level but also induces greater irresponsibility in credit card use among consumers (Rajagopal, 2016).