Meal in a restaurant with your family.

Having set of basic clothing.

Buying a car in few years time.

Buying decorations for your house.

Water.

Going out with friends every weekend.

Having a computer.

Having a Wi-Fi.

Needs

Wants

Aspirations

Values

Needs

Wants

Aspirations

Values

He will ask his friends to lend him some money.

He will do nothing and give up on aspiration.

He will open savings account and save money in medium-term.

He will insure his car.

Short-term borrowing

Medium-term saving

Medium-term borrowing

Long-term borrowing

Values, Beliefs,Attitudes,Perceptions,Marketing

Peer pressure, Trends and Role models, Values, Beliefs

Preferences,Perceptions, Beliefs, Values, Attitudes

Culture, Promotion, Public relations, Product placement and sponsorship, Marketing

They help people to plan their finances and to decide between different alternatives.

They influence the way people see financial services and the firms that provide them.

Refer to how , at a given time and place, people think and feel about another person, an event or an issue.

Affect the way they feel about the products with which they are surrounded.

A person might believe that banks will crash and this would make them wary of saving their money in a bank account.

A person might believe that it's important to plan for a future.

A person is interested in planning for a future.

Using on-line banking services because they are more convenient.

Children

Teenagers

Young adults

Old people

If a person needs to decide on a financial product and he saw a good review on it in a newspaper, they are more likely to take this financial product.

If a person heard a positive recommendation from his friend on a certain product, that person will be more tolerant towards that product.

If a product is advertised by a celebrity, it's more likely that a person will decide on that product.

If it's morally wrong to buy a particular product, a person will not buy it.

It's used to inform and persuade.

It's known as 'below the line' expenditure.

It's entire message is to implicit.

It involves a product appearing on a TV show or in a film.

Terms and conditions that determine the amount of interest received on a savings account and the amount of interest and fees charged on the loan.

Information about the provider.

Warnings about how peer pressure can influence your decision.

Date when the financial product will not be available.

Part of the promotion that is not paid for directly but which keeps a business's product in the public eye.

Promotion of a product that is considered to be very cheap.

Promotion of a product that is paid directly in order to keep business's product in the public eye.

Part of the promotion that is very expensive but very effective to the business.