Personal Factors
Age and life-cycle stage
RBS Royal Band stages
Youth: younger than 18
Getting started: 18–35
Builders: 35–50
Accumulators: 50–60
Preservers: over 60
Occupation affects the goods and services bought by consumers
Economic situation includes trends in:
Personal income
Savings
Interest rates
Lifestyle is a person’s pattern of living as expressed in his or her psychographics
Measures a consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment
Personality and self-concept
Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment
Personal Factors
Dominance
Autonomy
Defensiveness
Adaptability
Aggressiveness
Psychological Factors
Motivation
Perception
Learning
Beliefs and attitudes