Personal Factors That Affect Buying Behavior In The Coca-Cola Company
4.2 Personal Factors Personal factors that affect purchase behavior are age and life cycle stage, occupation, economic situation, lifestyle, personality and self-concept. Age and Life Cycle Stage People change the products that they buy over their lifetimes. They will demand and consume different products as their age increases. For example, children, teenager, and middle age people used to refresh themselves by drinking coke. Due to demographic, the main market of Coca-Cola Company is teenager and adult. While most of the middle age people do not like to drink coke because they think that soft drink is harmful to the health. Middle age people are more conscious for their health. Youth is the main targeted group of Coca-Cola Company Malaysia because they are the most heavy soft drink consumption group as compared to elderly. Besides that, teenage shopper are the loyal fans for Coca-Cola Company as compared to the elderly. This is because teenage are more sensitive towards taste and most likely to repurchase the item. Consumer buying behavior is also influenced by the stage of the family life cycle. Families go through stages like singles, married without children and married with children. A married person will buy a box of Coca-Cola while a single person will only buy a few tins because a married person can buy for himself or herself and his or her companion. If there are children at home maybe the parents will buy for their children. However, a single person will only
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