Abstract

This imperial study represents an attempt to measure the role of macro-environment marketing factors upon customers personal characteristics. The study has developed a hypothetical model , which assumes that there is a certain association between macro-environment marking factors (Political ,legal ,technological ,economical and social )and buyer s personal characteristics tics for domestic electrical goods(sex, age, income, career,... etc ) .
Having reviewed previous literatures in this regard, questionnaire form has been made, and distributed it to a random sample of(160) customers. The data was analyzed and tested by using appropriate statistical techniques . Finding revealed certain significant relationship between the independent variables (technological ,economical and political ) and dependent variables (income ,sex ,career and education ) Finally , conclusions and recommendations have been drawn and further suggestions were made for further researches to be conducted in the future .