The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making. The marketer must be aware of these factors in order to develop an appropriate MM for its target market. List Personal Unique to a particular person. Sex, Race, Age etc. Who in the family is responsible for the decision making.
Young people purchase things for different reasons than older people.
Highlights the differences between male and female shoppers in the supermarket. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. Physiological Safety Love and Belonging Esteem Self Actualization Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases. It was therefore targeted at consumers whose needs were for either love and Belonging or esteem .