List out the factors that determine the optimal choice of a consumer

Hi there,

From the top of my head, these are some factors that determine optimal choice of a consumer:

Consumer Preferences, Budget Constraint, Prices of Goods and Services,  Consumer Income, Quality Information Availability, Consumer Expectations, Time Constraints, Availability of Substitutes and Complements (determining the price of the product/ service) & Psychological Factors (like perception, motivation, learning, attitudes, and personality etc.)