Non-factors affect decision making

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Culture/social

class, e.g. importance of cleanliness

Reference

groups, e.g. a change after graduation

Family/household,

e.g. family brands

Change

in financial status, e.g.

retrenchment

Previous

purchase decisions

Individual

development

Motives:

refer to Maslow’s needs

Emotions:

seek positive experiences?

The

situation

Past

decisions

Normal

depletion

Individual

development

Emotions

The

efforts of consumer groups or government

The

availability of products

The

situation

Product/brand

performance :

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