Friday, April 12, 2019
Personal factors Essay Example for Free
Personal factors EssayFactors that light upon the psycheal influences will be the age and stage at the life cycle, lifestyle, occupation, economic status, and personality (Bowens,et al, 2003). Marketers commonly position a trusted lifecycle stage or a certain age bracket for their products. resembling Disney movies, merchandise, television shows which be usually targeting children and teenagers. However as the individual mature so be the purchasing preferences. Once a person acquires a chisel some purchases are shaped by that job like clothing, personal articles like bags and shoes. Also these purchases will be further fashioned by the income the person gets from the job.Some companies make their product income-sensitive by offering the same product in a unalike packaging or smaller size budget packs to be able to fit in certain income brackets (Marketing Consumer 2008). Marketers are also concerned with how money and time are used by consumers or their lifestyle . This is to be able to know how to favorably present their product to their target consumers. Moreover, the personality of the person also comes into turning in purchasing products. Usually, personality is how others perceive the person in socialization with them. However individuas also shake off their own version of personality called self-concept.This self-concept could be the same or different from the opinion of others. Advertisers use this idea in selling high-end cars to middle class consumers who wanted to project luxury (Principles of Marketing 2008). 2. 5. 4 psychological Factors Motivation, perception, learning and attitude are the psychological factors that marketers look into to be able to devise better advertisements for their target consumers. Every person has involve that need to be fulfilled. These needs will transform into motives when the need becomes a powerful force that will compel a person to act (Consumer Behavior 2008).There are several theories some human needs but the most common is Maslows hierarchy of needs theory. Figure 3. Maslows Hierarchy of Needs Source Chapman, 1995 According to this theory each need is hierarchical. one and only(a) must fulfill the lower need before moving to the higher level. In addition if the curtilage for fulfillment of the lower need is gone the individual will not have the reason to pay off the higher needs. For instance, a worker who is sick (safety needs) is not expected to perform well (esteem needs) (Chapman 1995). Now that the consumer is actuate to act upon the need his/her perception how he/she will act.Through perception a person creates an emblem of the world in his/her mind. This concept is essential to face-face transactions (Bowens, et al. 2003). Take for instance a salesman who speaks slowly and stutter, he could be perceive by the customer as someone is not an authority to the product and could recur the sale. Through our actions we experience the world and through these acti ons we learn. A person learns from past experiences or through thought and things that we learn could modify our behavior or actions (Consumer Behavior 2008).Actions with positive outcome are usually restate repeat purchases while actions with negative outcome are not (Marketing Consumer). As this process cycle, doing and learning, individuals develop beliefs and attitudes. Beliefs are ideas about something that an individual holds as the truth (Marketing Consumer 2008). While attitude is the constant position of an individual about a certain object or idea (Bowens, et al 2003). Companies use these concepts to be able to develop brand images based on consumers beliefs toward the company. Then try to fit the product to the consumers attitude sooner than changing it.