Personal Factors

A buyer's decisions are also influenced by personal characteristics such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.

family life eyclc The stages through which families might pass as they mature over time.

• Age and Life-Cycle Stage

People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture and recreation are often age related. Buying is also shaped by the family life cycle - the stages through which families might pass as they mature over time. Table 6.2 lists the stages of the family life cycle. Marketers often define their target markets in terms of life-cycle stage and develop appropriate products and marketing plans for each stage.

Psychological life-cycle stages have also been identified.12 Adults experience certain passages or transformations as they go through life. Thus Anna Florcs may

move from being a satisfied brand manager and wife to being an unsatisfied person searching for a new way to fulfil herself. In faet, such a ehange may have stimulated her strong interest in photography. The main stimuli to people taking photographs are holidays, ceremonies marking the progression through the life cycle (weddings, graduations and so on) and having children to take photographs of. Marketers must pay attention to the changing buying interests that might be associated with these adult passages.

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