Chapter 16 Personal Differences - "The Individual Aspect"



An enormous variety of individual motivations for acquiring toys can be related to the personal, psycho-social constitution of the individual consumer (see Chapter 20: Consumer Segment and Toy Values) and to his/her gender, age, position on the family unit, etc. Private financial capacity has its own role to play. What can he/she afford to acquire? Are things too expensive, too exclusive? The individual consumer’s conduct and various attitudes to fashion, trends and other relationships also bring a great deal of influence to bear. Together these factors influence the values which the individual seeks to demonstrate or manifest.

These factors will be discussed in the following.



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