What Are the Personal Determinants of Consumer Behavior?
The personal determinants of consumer behavior include age, occupation, lifestyle, income level and personality. These five qualities influence the types of products a consumer selects.
Consumers often choose products based on their age. A person's taste in music, movies and fashion may depend on their age. In addition, older people make purchases that young people don't, including cars, houses and insurance policies. Age can also influence lifestyle.
The most prominent example of the lifestyle factor in consumer behavior is customers who buy brand name clothing. Some consumers care about owning designer brands, while others don't. Whether a consumer chooses products that enforce or create a specific image is dependent on his lifestyle.
Consumer also shop in accordance with their occupation, which often dictates what a consumer needs and how they should dress. This goes hand in hand with income level. Consumers may consider price for a number of reasons, but the first is usually their own monthly earnings. Lower-income consumers are interested in products that ensure their survival, while wealthier customers can afford more luxury items.
Lastly, consumers shop based on personality. Every individual has his own preferences and interests that are not necessarily dependent on other factors. Businesses market certain fitness products to fitness buffs and entertainment products to film and television aficionados. This factor often supersedes the others and appeals to consumers on an emotional and personal level.