Personal Factors Influence Consumer Behavior

The company named ‘‘Madeathome’’ is a small Irish run food business which is located at South Dublin. The company sells variety of home – made products including dinners, sauces, jams and homemade baking and they make these products to make life easier for the busier parents and families who value good food in the home. The company is looking to expand a business.

The key issues of the company is whether they should expand business into new stores or build a website and sell online.

2. Introduction

Marketing is the activity that the business use for promote and sell the products and service. In today’s business, the study of consumer behavior is very important form of marketing. Consumer behavior is all about how and why consumer make the

These characteristics include person’s own decision, interest and opinion. When it comes to personal factors, purchasing behavior are influenced by age, occupation, economic condition, lifestyle and other personal issues.

Age

The young people are not more concern to eat homemade food and they have different choice than others. For example in the same family the choice of each member could be different, some of the member eat homemade products and young kids more like to artificial products or has different choice. An old people are more concern on quality food and the young are more concern to taste so the reason personal factors can influence consumer behavior.

Occupation and Income

Occupation and income is the conclusive factor of consumer behavior and disposable personal income can influence the consumer behavior. If the consumer have high level of income they buy the products expensive one and the people who have less level of income buy the less cost products so the reason in the market there is available varieties of jam, bread or any products from €1 to €10 and from the level of income the consumer decides to purchase a product so Occupation and Income are also one of the factors that influence consumer

Sub Culture

Subcultures are groups of people that have same values or similar lifestyle. Each culture consist of different subculture such as religions, nationalities, racial groups, language, age, gender etc.

A subculture is a social group within a national culture that has different patterns of behaviors and beliefs. In Ireland there are many people from different country such as Irish Indian, Irish Chinese, Irish Polish and many more. These people shows different behavior in purchasing of these products they might not be really interested on buying this. Age is also one of the basis of subculture. The people of different age groups behave in eating food some people are more concern to eat homemade food and some people may not be interested so subculture is also one of the factor that influence consumer behavior.

c. Social Class

Social class is a division of society that is based on social and economic status. The social classes are categories as lower class, middle class and upper class. People from different social class have different needs and wants. Some people do not buy the same products and some people do. The upper class and middle class generally spend more money on healthy and quality food in compare to lower class. As we can see in the market the products are available from cheap to expensive to target all social classes. The people from lower class are mostly focused on price and the upper and middle classes are more focused on quality so the reason the consumer