Question

How do personal preferences/factors affect consumer behavior,  as well as the decisions that are related to the marketing function?

Answer 1

Personal factors affect consumer behavior in the following manner: -

Personal Factors

Personal factors may have an effect on the patron behavior. a number of the vital personal factors that influence the shopping for behavior are manner, economic scenario, occupation, age, temperament and self-conception.

-Age

Age and life cycle have potential impact on the patron shopping for behavior. it's obvious that the customers amendment the acquisition of products and services with the passage of your time. Family life cycle consists of various stages such young singles, married couples, unmated couples etc. that facilitate marketers to develop acceptable product for every stage.

-Occupation

The occupation of someone has important impact on his shopping for behavior. For instance, a promoting manager of a corporation can try and purchase business suits, whereas a coffee level employee within the same organization can purchase rugged work garments.

-Economic scenario

Consumer economic scenario has nice influence on his shopping for behavior. If the financial gain and savings of a client is high, then he can purchase costlier product. On the opposite hand, someone with low financial gain and savings can purchase cheap product.

-Lifestyle

Lifestyle of shoppers is another import issue touching the patron shopping for behavior. manner refers to the method someone lives in a very society and is expressed by the items in his/her surroundings. it's determined by client interests, opinions, activities etc. and shapes his whole pattern of acting and interacting within the world.

-Personality

Personality changes from person to person, time to time and place to position. thus, it will greatly influence the shopping for behavior of shoppers. Actually, temperament isn't what one wears; rather it's the totality of behavior of a person in several circumstances. it's totally different characteristics such as: dominance, aggressiveness, assurance etc. which might be helpful to work out the patron behavior for specific product or service.

Marketing function is totally based on above factors because if company wants to target mass audience and not specific one then either is should have products in both segments for high income people as well as for low income people. It totally depends on their occupation which is one of the personal factors and effects the consumer buying pattern a lot. So, marketing done for mass audience should be done in both ways so that each segments need is catered through the marketing of the products. For example, we can take vivo which has premium phones as well low budget phone and is trying to meet each type of audience based on income level.