6. Cultural factors
• Culture- The set of value, perceptions,
preference and believes.
• Sub-culture- Nationalities, religions and
geographic regions.
• Social Classes- Homogeneous and eduring
division in a society.
7. Social factors
• Reference Groups- Friends, neighbor,
coworker and trade-union group.
• Family- Parents, siblings, wife and
children.
• Roles and Status- Family, clubs and
organization.
8. Personal Factors
• Lifestyle and values- age, life-cycle and
occupation.
• Personality and self-concept- Self-
confidence, autonomy, deference, and
personality.
9. Psychological Factors
• Motivation- Biogenic & Psychogenic
(HERZBERG,S THEORY)
• Perception- Selecting, Organizing and
interpreting to create a meaning.
10. Buyer’s Decision Process
• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Post-purchase behavior