Personal Factors Affecting Consumer Behavior

Personal Factor

Consumer behaviour deals with as to why and why not an individual purchases particular products and services. Personal Factors play an important role in affecting consumer buying behavior.

Age of a person is one of the important personal factors influencing buyer behavior. People buy different products at their different stages of cycle. Moreover, life styles and buying considerations and decisions differ widely according to the nature of the occupation. Income level of people is another factor which can exert influence in shaping the consumption pattern. way of living as expressed in his activity, interests and opinions that portrays the “whole person” interacting with the environment. Marketing managers have to design different

People who have top management job and earn high salary look for premium brands which would go with designation whereas people who have low position preferred brands which were not very expensive. That is the importance of one’s designation. For example as a CEO of an organization, it was really essential for persons to wear something really elegant and unique for others to look up to him. A CEO or for that matter a senior professional can never afford to wear cheap labels and local brands to work.

An individual’s designation and his nature of work influence his buying decisions. You would never find a low level worker purchasing business suits, ties for himself. An employee working on the shop floor can’t afford to wear premium brands every day to work.

Age

Age and human lifecycle also influence the buying behaviour of consumers. Middle aged or elderly individual who will prefer decent and subtle designs. A consumer does not buy the same products or services at 20 or 70 years. His lifestyle, values, environment, activities and consumer habits evolve throughout his

While the self-concept is the image that the individual has – or would like to have – of him and he conveys to his entourage. These two concepts greatly influence the individual in his choices and his way of being in everyday life. And therefore also his shopping behavior and purchasing habits as consumer.

In order to attract more customers, marketers should trying to develop an image and a personality that conveys the traits and values or desired of consumers they are targeting.Because consumers do not just buy products based on their needs or for their intrinsic features but they are also looking for products that are consistent and reinforce the image they have of themselves or they would like to have.

An individual’s personality also affects his buying behaviour. Every individual has his/her own characteristic personality traits which reflect in his/her buying behaviour.A fitness freak would always look for fitness equipments whereas a music lover would happily spend on CDs, concerts, musical shows