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Working women buy products and services essentially the same as non working women INTRODUCTION Consumer behaviour can be defined as the acts of individuals directly involved in obtaining and using economic and services including the decision process that precede and determine these acts Engel et al 1968 p 5 Buyer behaviour refers to the acts of individuals directly involved in the exchange of money for economic goods and services and the decision process that determined these act Engel et al 1968 p 5 Both consumer and buyer behaviour differ amongst the population as people have different wants and needs Therefore it is untrue to say that working women buy products and services essentially the same as non working women No two people are similar as physiological factors cultural forces economic considerations interpersonal relationships personality self-concept and learning are variables that shape goals and influence Runyon KE 1980 However consumers can be put into groups if they have similar characteristics ie if they come from the same social class background age lifestyle Working and non-working women can be segmented in two separate groups They are different because of many influences Some are external due their social environment What they do with these social stimuli involves a psychological process that differs from each other These social influences and internal processes may evolve into a decision by the consumer to make a purchase or not refer to table 1 Engel et al 1968 As both groups possess different characteristics it is necessary for marketers to understand that they will have different wants and needs Table 1 Factors influencing behaviour Personal PsychologicalCulturalSocial Age LifestyleMotivationCultureReference groups OccupationPerceptionSubcultureFamily Economic LearningSocial classRoles status Personality Beliefs Self conceptAttitudes Cultural Engel et al 1968 suggest that culture refers to the unique patterns of behaviour and social
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