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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