Effects of Age and Family Size on Consumer Behaviour and Perception

Abstract

In a graph showing a theoretical analysis of factors influencing consumer behaviour, Huff concluded that the most important element was that of age, with personality, sex, education, mental synthesizing abilities, occupation, and income comprising other influential variables (1 ). This accords with the notion that shopping behaviour varies by socioeconomic status, life-cycle status, and the perceptual abilities of consumers. Data on the behaviour and perception of 192 consumers in a British town (Stockport) were collected. It has previously been shown that consumer behaviour and perception were closely related to social class (2). Two principal measures of spatial complexity were derived both for consumer usage and perceptual fields: the number of constituent centers and the angle of the zone containing them. These four statistics were analyzed by age and family size (Table 1 ) .

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