The personal factor The buyer's decision is also influenced by personal characteristics, most notably age and stage of life cycle, occupation, economic circumstances, lifestyle, personality and self concept of that person.Age and stage of life cycle People buy the goods and services in the whole life. They eat food for infants in the first year, the majority of food but in growing up and maturing and the food abstinence during the last years of his life. Tastes of it on clothing, furniture and also depending on age. Consumers also are shaped according to the stages of the life cycle of the family. People who do Marketing or select groups of life cycle as its target market. Some recent work has identified the psychological stages of the life cycle. Older people have spent the time or certain changes in the course of life. People who do Marketing follow up very close to the ever-changing circumstances, divorce, widowed, remarried, and the impact of those changes to consumer behavior. Careers A person's occupation also influences how consumers. Blue collar workers will buy labor clothes, shoes to work, lunch and games entertain you. Company President will buy expensive clothes, travel by air, join the Club and great sailing. The Marketing people do try to identify those occupational groups with above average interest to our products and our services. The company can even specialize its products for certain occupational groups. Such as the computer software company, will design various computer software for the management of trademarks, engineers, lawyers and doctors. Economic circumstances The selection of the product bear a huge impact from the economic circumstances of that person. The economic circumstances of the people consists of income can spend their (income, stabilize and arranging time), savings and assets (including the percentage of assets), liabilities, loan possibilities, attitudes toward spending and saving. Linda can buy a notebook and if she has enough income to be spent, the savings or the ability to borrow and spend money rather than save. People who do Marketing the goods sensitive to income must regularly monitor the trends in personal income, savings and interest rates. If the economic indicators there are temporary setbacks, the people who do Marketing may conduct these redesigned, redefined and revalued for its products so that they continue to make sure the value for the target clients. The lifestyle The same people came from a branch of culture, social class and the same occupation can have a completely different lifestyle. For example, Linda can choose how to live "hard-line" is expressed in the way conservative dress, spend more time for their families and contribute to their church. Or you can choose the lifestyle "innovative" is characterized by working overtime for these important projects and engage energetically when it had a chance to travel and play sports. A person's lifestyle is a way of life on their world is reflected in the works, the interest and opinion of that person. The lifestyle depicted vividly a holistic human being in relation to its environment. People who do Marketing will find the relationships between products and groups according to lifestyle. A computer manufacturer may find that the majority of computer buyers who tend to be innovative. People who do Marketing may thereby that commodity orientation clearer on innovative lifestyle. And the people who edited ads can also sketch the attractive icons for those innovative. Personality and ideas about ourselves Everyone has a distinct personality that affect that person's behavior. Here the personality means different psychological traits of a person leading to the side is relatively durable and consistent with your environment. The personality is often described by the strokes like confidence is, respect, independence, their plenty, the discreet and ease of adaptation. Personality can be a useful variable in the analysis of consumer behavior, because that can classify the type of personality and has a tight correlation between certain personality types with the selection of products and brands. For example, a computer company may discover that many clients have prospects as very high self esteem, there are powerful and independent properties. This suggests to use certain content in computer advertising. Many people who do Marketing used a concept associated with personality is the notion of yourself (or pictures of themselves). Linda could feel very perfect and deserve the best. She likes a computer also has such qualities. If compaq computer are advertising and pricing for those who want the best, then the image of the brand that will match with the image of her myself. People who do Marketing to try to build brand image that corresponds to the image itself of your target market.
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