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2. Personal Factors
Age and life-cycle stage - Buying is also shaped by the family life-cycle stage.
(Kotler et al 2008 p 250) .Even the consumption pattern of the people of same
age and gender differs due to difference in their family life-cycle stage (Lamb et
al 2010 p 267)
Occupation - A persons occupation affects the consumption of goods and
services. A person nor-mally buys goods that suit his occupation. Jain 2010 p
134
Economic Circumstances - Any individual who have higher level of disposable
income will buy expensive and premium products than compared to people
having middle or lower level income.
Lifestyle - Lifestyle is a persons pattern of living as expressed in his or her
activities, interests and opinions. Lifestyle captures a persons whole pattern of
acting or interacting in the world more than profiling a per-sons social class or
personality. (Kotler et al 2008 p 252)
Personality and self-concept - Personality refers to the unique psychological
characteristics that lead to relatively consistent and lasting responses to ones
own environment(Kotler et al 2008. p 253).
Internal Influence
Perception
Learning
Memory
Motives
Personality
Emotions
Attitude
External Influence
Culture
Demographic
Social Status
Reference Group
Family
Marketing Activities