Personal Factors that Affect People's Buying Behavior
Personal factors such as personality, self-concept, gender, age, stage of life, and lifestyle are discussed as factors affecting people's buying behavior.
The Consumer's Personality
Personality describes a person's disposition as other people see it. The link between people's personalities and their buying behavior is somewhat unclear, but market researchers continue to study it.
Marketers study five personality traits in an effort to link the traits to buying behavior.
- Openness - how open you are to new experiences
- Conscientiousness - how diligent you are
- Extraversion - how outgoing or shy you are
- Agreeableness - how easy you are to get along with; and
- Neuroticism - how prone you are to negative mental states