Essay On Consumer Personality Factors

Consumer personality factors

We can distinguish between two components primarily affecting the decision making of customers: Risk aversion and innovativeness. Risk aversion is a measure of the amount of certainty customers should have of what they are buying (Donthu and Gilliland, 1996).Highly risk adverse customers should be extremely sure about what they are purchasing. However less adverse risk customers can endure some danger and vulnerability in their buys. The second component, which is innovativeness, is a worldwide measure which catches the extent to which buyers will take risks and try different things with better approaches for doing things (Donthu and Gilliand, 1996).The shopping inspiration writing is flourish with different measures

An individual assimilates the system of values characteristic of its culture, the result of past efforts of society to adapt to its environment, and transmitted to it by various groups and institutions such as the family or school which may differ from a country to another.
• Sub-Culture: Within every society there are a number of cultural groups or sub cultural that allow their members to identify more precisely to a given pattern of behavior. We distinguish: generational groups; nationality groups; the groups of Religious; ethnic groups; regional groups.
• Social Class: A social class is measured by a number of indicators (occupation, income, assets, housing area or education) influencing the decision of a consumer.

• Social Factors:
• Groups: At least 2 or more people who associate to achieve individual or shared objectives. Many small groups may influence the behavior of a person. Which may involves religious groups, family, neighbors or friends.
• Opinion leaders – are people within the group because of special skills, knowledge, personality or other characteristics that exert influence on