Why different consumers have so many different shopping preferences

"Aside from variances in their budgetary abilities, consumers differ in what constitute 'need fulfillments' for them. Consumers make purchases to satisfy their needs and the following areas of needs exist: functional, social (relational), psychological (personality, religion, personal beliefs and values, etc.), situational, novel, hedonic, or holistic (to match existing possessions)," says Tony Gao, associate marketing professor at Northeastern University's College of Business Administration. "One thing that might be common among consumers of "special" products and experiences, is the reduced importance of the functional benefits and increased role of psychological and social benefits. Another commonality might be the lack of attention to the price of the product, that is, these consumers may have more discretional income to pursue benefits beyond the utilitarian or functional level."