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Home→The Westburn Dictionary of Marketing→P→personal factors

personal factors

Definition:
Those factors which are particular to individuals involved in the buying process. When it is difficult to distinguish between product offerings in terms of their objective features personal factors assume a very important role in determining the final decision. Recognition of this is one of the factors which has prompted growing interest in RELATIONSHIP MARKETING.

Cross-References:
[relationship marketing]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].