What is characteristic affecting consumer behavior.
The factors affecting consumer behavior are cultural, social, personal and psychological. A person coming from Sindhi culture would prefer Iraq over Kashmiri hand embroidered shawl. In social factors the influence that family, peers or friends cast on the consumer is noteworthy e.g. a mother would purchase cooking oil according to the likings of her family. In personal factors come age, life-cycle stage, occupation, lifestyle and personality. A teacher would like to buy a book for passing his or her leisure time whereas an artist would prefer to buy paints for the same amount of money. In psychological factors motivation, learning, beliefs and attitude come. A person with safety needs would probably save money for buying a shelter for himself instead of an entertainment item. A religious person would probably buy a spiritual or religious book instead of a novel.
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