Presented By:

Gauransh Gandhi
PM/2014/402

Department of Pharmaceutical Management

National Institute of Pharmaceutical Education & Research, Hyderabad
Internal Factors External Factors
 Motivation  Personal Influence
 Personality  Reference Groups
 Perception  Family
 Learning  Social Class
 Values  Culture
 Beliefs  Sub-culture
 Attitude
  Driving force within the individuals that impels them to action.
- -Schiffman
Education, Vacation etc.

Furniture, Car, Mobiles etc.

Personal Grooming, entertainment etc.

Insurance, Retirement
investment, sunscreen etc.

Wheat, rice, water,

medicines etc.
 Those inner psychological characteristics that both determine and
reflect how a person responds to his or her environment.
- Schiffman
Nature of Personality
 Reflects individual differences
 Consistent & enduring
 Can change
 Process by which an individual selects, organizes and interprets
stimuli into a meaningful and coherent picture of the world.
- Schiffman
 Process through which the individuals acquire information and
experience about a consumption, which they apply to future buying
behavior.
 Expression of favor or disfavor towards a person, place, thing or
event.
 Value is the concept that describes the beliefs of an individual or
culture.
 Belief is consumer’s subjective perception of how well a product or
brand performs on different attributes.