The chart is structured as a horizontal pyramid. The top of the pyramid is the "Buyer." The factors are shown as the building blocks of the pyramid. The 4 factors are Cultural, Social, Personal, and Psychological. The components of each of the factors are given below.
Cultural
Culture
Subculture
Social class
Social
Groups and social networks
Family
Roles and status
Personal
Age and lifecycle stage
Occupation
Economic situation
Lifestyle
Personality and self-concept
Psychological
Motivation
Perception
Learning
Beliefs and attitudes
A note tagged to "Cultural" reads "Many brands now target specific subcultures—such as Hispanic American, African American, and Asian American consumers—with marketing programs tailored to their specific needs and preferences."
A note tagged ...
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