Variables that can be identified under psychological factors affecting the consumers behaviour:  

1. Motivation - Motivation drives the consumers to develop a purchasing attitude. It works at a subconscious level and is often difficult to measure. For example - a buyer goes to a nearby restaurant and orders pizza for herself, because hunger was the motivating factor for her to purchase pizza. 

2. Perception - Individuals with the same needs might not purchase similar products due to difference in perception. For someone a Dell Laptop might be the best laptop while for others it could be just one of the best brands available. 

3. Learning - Learning comes only through experience. An individual comes to know about a product and service only after he/she uses the same. An individual who is satisfied with a particular product/service will show a strong inclination towards buying the same product again. 

4. Beliefs and attitudes - Consumers purchase products/services based on their opinions which they form towards a particular product or service. A product might be really good but if the consumer feels it is useless, he would never buy it. 

5. Personality - Personality traits of a person like dominance, self confidence, sociability or adaptability influence his buying decision making up to great extent.