BA Ch05 Report - Personal Factors - Personal Factors Age...

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Personal Factors Age and life-cycle stage – causes people to change the goods and services they buy over their lifetimes RBC 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 ( dili lang kaau iemphasize ) Dominance Autonomy Defensiveness Adaptability Aggressiveness Brand Personality Sincerity (down-to-earth, honest, wholesome and cheerful)
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BA Ch05 Report - Personal Factors - Personal Factors Age...

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