Dewayne's family, his Nat-ional Society of Black Engi-neers of America profess-ional group, and the Rotary organ-ization to which he be-longs are reference groups that may influ-ence his buying decisions .
A per-son's social groups aff-ect how they shop and their income , edu-cation level and social class influ-ence their buy-ing behaviors.
The con-sumers consider various thi-ngs like the character-istics of the product, price char-ged, avail-ability of the product at the requ-ired location and much more . The perso-nal factors include age, occup-ation, life-style, social and eco-nomic status and the gender of the con-sumer .
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