4. Cultural factors
1. Culture – The collective programming of the mind that distinguishes members of
one group from others.
2. Subculture – a subgroup of the main culture
3. Social class culture – a set of hierarchical social categories
5. Psychological factors
1. Motivation –a need that urges a person to act motivation.
2. Perception – selection, organization and interpretaion of information/stimuli
perceptions.
3. Learning – Importance of experiencing learning.
4. Beliefs and Attitude
6. Social factors
1. Reference groups – A person or group that serves as a point of comparison for an individual in the
formation of either general or specific values, attitudes, or behavior.
2. Family
3. Roles and status - status describes the position a person occupies in a particular setting. We all
occupy several statuses and play the roles that may be associated with them. A role is the set of norms,
values, behaviors, and personality characteristics attached to a status.
7. Personal factors
1. Age
2. Stage of life-cycle
3. Occupation
4. Economic circumstances
5. Lifestyle
6. Personality traits
7. Self-concept
