2.1 Characteristics affecting consumer behavior..............................................................9
2.1.1 Cultural factors..................................................................................................10
2.1.2 Social factors…………………………………………………………………………11
2.1.3 Personal factors………………………………………………………………………13
2.1.4 Psychological factors…………………………………………………………………14
2.2 Segmenting consumer markets……………………………………………………………16
2.2.1 Geographic segmentation……………………………………………………………16
2.2.2 Demographic segmentation…………………………………………………………17
2.2.3 Psychographic segmentation………………………………………………………18
2.2.4 Behavioral segmentation……………………………………………………………19
2.3 Product and packaging design……………………………………………………………21
2.4 International product decisions