The lifestyle of a consumer describes one's buying behavior, the initial meaning of the decision making and the progression of the buying process. Categorizing of the consumers can be done on the basis of their different lifestyles. The continuing change of lifestyles of the consumer is something the companies need to understand in order to be able to offer the right products to the right customers. (Kotler et al. 2005) .
According to Kotler et al.(2005)personality and the self-concept of a consumer are also major factors influencing the buying behavior. Personality is the sum of a person's psychological characteristics which determine the individual ways for different people to live and be. For example personality consists of biological background, basic nature of a person, temperament and intelligence. Personality is useful when analyzing consumer behavior for certain product or brand choices.
Self-concept is described in terms of the complex mental images that people form of themselves. It is also something that can be seen from the way one behaves when making buying decisions.(Ipid).
Cultural Factors.
Culture affects a person in two ways. The basis is made up of history, values, beliefs, social structures, religion, social relationships and the living environments. These are something a person grows with from the day they are born. Different external factors are also important in culture such as different symbols, rituals, traditions and heroes. Culture molds a person and their personalities, from which people adapt different models, habits, values and attitudes.(Kotler et al.2005).
A subculture is a smaller group inside a big power culture in which people act in similar ways for example buy similar products and services. It can be built around ethnics, age, religion, lifestyles and hobbies.(Ipid).
A social class is a part of society structure. An individual or group can be categorized based on their social class.
