| ; merous market segments ae ifferent subcultures form nui fter which, the strategic wanton besa ae ES TAN gate nS fhe marketing decisions can be obtained conseq) 5 dwelling in the prov inces m \ e People residing in Metro Manila and the ones ampaign. For Hindus, eating eet recognized prior to initiating any marketing MPC. sans extremely enjoy is prohibited because it is sacred while Muslims jigion whereas Hindus relish in the same. Eating pork is prohibited in Muslim relig) eating it. PERSONAL INFLUENCES ON CONSUMER BEHAVIOR = of consumers that highh The personal factors are the individual features of corn : ae control their buying behaviors. These features differ 4d behavior about goods may result in the differences of perceptions, attitudes an and services, Age The consumer buying behavior is greatly influenced by his ae. Consumers buy different products in different stages of their life cycle. Children enjoy and Purchase confectionaries and chocolates more as they grow and their preferences for the products also change. Fashionable teenagers buy and wear bright and loud colors apparels as compared to a middle aged or elderly individual who would choose decent and subtle designs. Young professionals may prefer spending abundantly on items such as beer, bikes, music, clothes, parties, clubs and so on. A young adult would hardly be interested in buying a house, property, insurance policies, gold and so on. An older individual, on the other hand, would be more concerned in purchasing something which would benefit his family and make their future safe. Associated with age is the generation of a person. Marketers must also study each of the generation on how to reach out to them. Table 4 Generations and their Characteristics Generation Type Age Bracket Characteristics Centennials Under the Age of 21 Often called ~—digital_ natives, Centennials do not hunt for bargains They value social media when it comes to making a purchase decision. They give importance to quality and authenticity over price. They make more email-driven purchases than other generations if the brand offe’s an easy online/mobile experience.