Family•Roles & StatutesPersonal•Age & life-cycle stage•Occupation•Economic Circumstances•Personality & self-conceptPsychological•Motivation•Perception•Learning•Beliefs and attitudesBuying DecisionInter-factor combinations filter different patterns of consumption behavior (as shown by the arrows). As a result, different consumption behaviors can stem from variations within the cultural structure in combination with the cross-sections of the other interlocking structures.Utility & Behavioral Factors
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In Economics, Utility is the technical term for satisfaction. There is a functional relationship between utility and consumption.This functional relationship assumes 2 forms and is quantitatively defined as follows:TU –is expressed as a function of Q (Consumption)MU* = __(TU)= *Satisfaction from an additional unit of consumption.QLegend:TU = Total UtilityMU = Marginal UtilityQ = Quantity= ChangeThe Utility Function