June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Personal Factors
Personal characteristics that influence buyers’ decisions include their age and stage in the life cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and values. Because many of these factors have a direct impact on consumer behavior, it is important for marketers to follow them closely.
Our taste in food, clothes, furniture, and recreation is often related to our age. Consumption is also shaped by the family life cycle and the number, age, and gender of people in the household at any given time. U.S. households are evolving: The traditional family of four with a husband, wife, and two kids makes up a much smaller percentage of total households than it once did.
In addition, psychological ...
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