3.7 : 消費者の意思決定プロセスに影響を与える要因 - 個人的要因

Several Personal factors influence consumer decisions.

First is the Age and Life Cycle Stage. A family with young children may prioritize safety features and spaciousness in a car, while a retired couple might focus on safety and easy driving.

The second is occupation. A construction worker might seek safety and durability in work boots, while a business executive might choose formal shoes that align with their professional image.

Third is the economic situation. Families with higher incomes might opt for luxury cars with extra features, while those on a tighter budget may choose more affordable and functional options.

Fourth is lifestyle. Those who value environmental concerns may select hybrid or electric cars, while families fond of outdoor activities might go for rugged SUVs for off-road capabilities.

And finally, personality and self-concept. An adventurous individual is inclined to try new products or experiences. Someone with a minimalist lifestyle might prefer a reliable, well-known brand with good resale value over extravagant ones.

These factors collectively highlight the complexity and diversity in consumer decision-making.