A buyer's set of personal characteristics such as age and life cycle stage, occupation and economic circumstances, lifestyle, and personality have implications for marketing decisions.
Age and Stage in the Life Cycle
Age is an important determinant of buyer behaviour with products like food, clothing, shoes and cars appealing to different age groups. In the same vein, consumption and behaviour is Influenced by the family life-cycle (FlC). Wells and Gubar (1966) proposed a nine-stage FLC that highlights the different and changing financial situation and priorities of the family as it moves through the nine stages. These stages include:

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