Vol. 4, Issue 7, Part C (2018)

Abstract
The Consumer models narrated in this Research is to bring out the variables for the further study and also to understand the factors influencing the consumer behavior which stimulates the decision making. The two variables, i.e. the Perception and Preference coming up from these models are carried forward to analyses the Borrower’s Behavior (Consumer Behavior). Thus, to begin with the understanding of the factors, the model reference was used to explain the consumer’s Demographical factors (Consumer’s Profile), Environmental factors which influence their Preference and Perception.