Impact of Personal Determinants upon Purchase Decisions of Consumers
Author : Dr. Purnima Sharma
Abstract :
Marketing revolves around the identification and satisfaction of the consumer needs. The consumer needs can be better identified by knowing the consumers, their mind set and buying behavioral patterns. This improved understanding up roots the many problems stemming from lack of coherence between products and consumers’ mind. The buying behavior of the consumer is determined by various personal, psychological and socio-cultural factors. The unique behavior of every individual is greatly determined by the various personal factors which include income, education, lifestyle and family life cycle. The marketers should draw important inferences by analyzing these factors and categorizing the customers in various segments. These inferences should in turn be translated in designing and implementing better marketing plans destined to meet the needs of these segments. All these attempts will lead to achieve the pan ultimate target of customer satisfaction. This customer satisfaction declares the success of marketing.
Keywords :
Consumer behavior, personal factors, determinants, income, education, lifestyle, family life cycle
