Cultural

For generation y they tend to not be as interested in exploring culture as much as previsous generations due to them being able to access everything they would need to know about a culture online and therefore can stop them in some cases actually exploring culture properly themselves as they can just take what they read of the internet. 

Cultural characteristics such as the use of internet are likley to influencing buyers behaviour as many of generation y now shop on the internet. Generation y have grown up in a culture that is exposed to the use of the internet and therefore rely on the internet daily. 

Social
For generation y their social life is one of the most important activities in their lives and their family, friends and peers are likley to be major influences in buyer behaviour. Generation y our in a social word were the same things tend to be seen among each group. Generation ys buying behaviour is likely to be influenced by social characteristics due to indiviudals purchasing things similar to those of their family or friends. This may be an attempt to fit in or simply because they like the same things but indiviudals tend to follow trends that are popular among similar individuals to themselves. 

Personal
For a generation y buyer their age and lifestyle is typically going to be a major influencial factor towards their buying behavior. As an individual age changes the things they like are likey to also change and theirfor their purchasing of products is likely to change in adaption to their age and preferences. 

Generation y are a generation that currently need an occupation to survive due to their current bad econmic situation in the country (recession). Having a job means that individuals in generation y are able to invest in the things that are currently popular, for example the latest clothes, or technology such as the Iphone4 of Ipad, etc. 

An occupation will also determine what an indiviudal in generation y can afford as they will only be able to purchase goods that they can afford. Therefore I am able to conclude that an indiviudal in generation ys buying behaviour is determined by their occupation and the amount of money they have to spend. 

Psychological 
in generation y and indiviuals perception of a product is likely to be influence by the belief shared by many of the simliar people to the individual. For example if a type of chocolate has a strong positive belief shared among similar individuals it is likely this will influence buyer behaviour as they all share the same view.