The theory of planned behavior is based on three different categories first being attitude, second being subjective norm such as your social acceptance or third the perceived benefit of a product. Consumers generally make decisions to purchase based on these planned behaviors with the attitude towards the product as for the subjective norm which can result in a high or low intention rating for the overall process. To simplify that it simply means based on whether the decision to purchase something is favorable or unfavorable to the consumer that heightens or lowers the intention to purchase. As a business, it is radically important to consider the buyer’s intentions to purchase your product when building strategy and marketing plans. How are your products desirable and has a positive impact on your target audiences TPC?