Discussion
Out of the following which is not included as a personal factor influencing consumers' buying behaviour ?
Answer: D
The one that is not a personal factor is social group.
In Kotler's model of consumer behaviour, the influences on buying are grouped into cultural, social, personal and psychological factors. Personal factors are the buyer's own characteristics: age and stage in the life cycle, occupation, economic circumstances, lifestyle, and personality and self-concept.
Occupation, lifestyle and age therefore are personal factors. Groups, such as reference groups, family, and roles and status, are social factors, because they act on the buyer through other people. That makes social group the odd one out.
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