Marketing Management 3(2+1)

Lesson 08: Marketing Process

Factors that are Part of the Buyer as an Individual

An individual’s overall bio-data, personality, self-concept and general endowments play a crucial role in his conduct as a buyer/consumer. Self concept and concern for status also influences buying behavior as status is expressed through costume, lifestyle etc. To maintain their status people may also change their decision making process until it is attained.

Categories of factors of an individual

• Personal factors
• Cultural factors
• Psychological factors