Literature review Personal values What are personal values? “Personal values are traits or concept that d escribes the beliefs of an individual or society (Kahle, 1983; Schwartz,1999) . Personal values are subjective and vary from one person to another. It also evolves from circumstance to circumstance and chan ges over time.”(Costa and McCrae, 2001; Schwartz, 1994). Personal values mainly influence on consumer behavior and It can be define in many ways Ir may be impression and beliefs and concepts that channelize required and needs of special events and behavior to desirable wants (Kropp et al., 1999a, 2005) personal value refer to individual choice,likness and taste(Engel et al., 1995), Value leads the suitable expresses that a social actor behaviouors and measures cases happened with people and literally explains a social actor behaviours and others measures observed (Kluckhohn, 1951; Rokeach, 1973; Schwartz, 1992, 1999) personal value is defined as the found out faith that taken as the taking ethics in the life of an individual person (Costa and McCrae, 2001; McCrae and Costa, 1999; Olver and Mooradian, 2003; Rokeach, 1973; Schwartz, 1999). .Personal values make certain behaviours, actions, judgments and attitude (Beatty et al., 1985; Rokeach, 1973). Personal values make change you choices and rating of target and thoughts (Vinson et al., 1977). It is also build positive values and concepts (McCarty and Shrum, 2000). personal value is as the acquired thoughts that serve as the guiding ethics in the life of an individualperson (Costa and McCrae, 2001; McCrae and Costa, 1999; Olver and Mooradian, 2003;Rokeach,1973;Schwartz,1999) Recent marketing value as makes areobservably different from the coatings seen in previous literature on value segmentation (Kamakura and Mazzon, 1991; Kamakura and Novak, 1992).Value leads the suitable expresses that a social actor behaviouors and measures cases happened with people and literally explains a social actor behaviours and others measures observed (Kluckhohn, 1951; Rokeach, 1973; Schwartz, 1992, 1999).
