Psychological factors
Motivation : a person has many needs at any given time. Some are biological ( hunger, thirst) and psychological , arising from the states of tension such as needs of recognition , esteem, or or belonging. Most of these needs are not strong enough to motive person to act at given point in time. A need becomes motive when it is aroused to sufficient level of intensity.
Normally, needs are prioritized.
Consumer involvement in the buying decision
Marketers needs to know which people are involved in the buying decision and what role each person plays. For example business people usually choose the hotel or at least brand or type of hotel that they the reservation. Or maybe the choice of the travel destination for family vacation may be a group play any of several roles in a buying decision.