... 3 3.1 Reference groups 4 3.2 Sub-culture 5 3.3 Social class 6 4.0 Demographical Factors 7 4.1 The Life Cycle Stage 8 5.0 Psychological Factors 9 5.1 Lifestyle Variables 10 5.2 Perception and Motivation 11 5.3 Personality 12 6.0 Market Segmentation, Target Marketing and Product Positioning 13 7.0 Conclusion 14 8.0 Appendix 1 15, 16 8.1 Appendix 2 17 8.2 Appendix 3 18 9.0 References 19 10.0 Bibliography 20 2.0 Methodology All research undertaken for this was is secondary. It was conducted between the dates of Monday 16th February 2004 and Thursday 11th March 2004. The main research databases used were: * Mintel * Emerald The main books used were: * Lancaster, G, Massingham, L, and Ashford, R (2002). Essentials of Marketing: Understanding the Behaviour of Customers. 4th edition. McGraw-Hill Education. * Chisnall, P (1975). Marketing: A Behavioural Analysis. 1st edition. McGraw-Hill Book Company (UK) Limited. * Williams, K (1981). Behavioural Aspects of Marketing. 1st edition. Butterworth Heinemann. The Internet and databases used were accessed privately and also from the ...

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