Summary Marketing Chapter 4
4.1
4.2
Extensive: does not frequently buy
Limited: already some experience,
Routine: bought out of habit impulse purchases: unplanned.
4.3
, PERSONAL
1.1 Demographic:
Educational level, profession, income, family size, age.
1.2 Lifestyle
Activities (hobbies, work, sports)
Interests (society, fashion)
Opinions. (politics, culture, future)
1.3 Situational influences
Why? Where? With Who? When? + Mood?
PSYCHOLOGICAL
2.1 Needs and motives
Needs are the basic forces that motivate a person to act
2.2 Perception
Perception is the process whereby people gather (through any of their five senses), organise and
interpret information, so that it gives meaning to the world around them.
4.1
4.2
Extensive: does not frequently buy
Limited: already some experience,
Routine: bought out of habit impulse purchases: unplanned.
4.3
, PERSONAL
1.1 Demographic:
Educational level, profession, income, family size, age.
1.2 Lifestyle
Activities (hobbies, work, sports)
Interests (society, fashion)
Opinions. (politics, culture, future)
1.3 Situational influences
Why? Where? With Who? When? + Mood?
PSYCHOLOGICAL
2.1 Needs and motives
Needs are the basic forces that motivate a person to act
2.2 Perception
Perception is the process whereby people gather (through any of their five senses), organise and
interpret information, so that it gives meaning to the world around them.
