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CH 6
ANALYZING CONSUMER MARKETS
WHAT INFLUENCES CONSUMER BEHAVIOR?
Cultural Factors
Social Factors
Personal Factors
WHAT IS CULTURE?
Culture is the fundamental determinant of a person’s wants and behaviors acquired through
socialization processes with family and other key institutions.
SUBCULTURES
Nationalities
Religions
Racial groups
Geographic regions
SOCIAL CLASSES
Upper uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower lowers
CHARACTERISTICS OF SOCIAL CLASSES
• Within a class, people tend to behave alike
• Social class conveys perceptions of inferior or superior position
• Class may be indicated by a cluster of variables (occupation, income, wealth)
• Class designation is mobile over time
SOCIAL FACTORS
Referencegroups
Social roles
Statuses
Family
REFERENCE GROUPS
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
ROLES AND STATUS
What degree of status is associated with various occupational roles?
PERSONAL FACTORS
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
THE FAMILY LIFE CYCLE
BRAND PERSONALITY
Sincerity
Excitement
Competence
Sophistication
Ruggedness
LIFESTYLE INFLUENCES
Multi-tasking
Time-starved
Money-constrained
FAYSAL BANK OF PAKISTAN HAS EXTENDED BANKING
HOURS FOR TIME-PRESSED EXECUTIVES.
FIGURE 6.1 MODEL OF CONSUMER
BEHAVIOR
KEY PSYCHOLOGICAL PROCESSES
Motivation
MemoryLearning
Perception
MOTIVATION
C O P Y R I G H T © 2 0 0 9 D O R L I N G K I N D E R S L E Y ( I N D I A ) P V T . L T D . 6 - 1 7
Freud’sTheory
Behavioris guided by subconsciousmotivations
Maslow’sHierarchyof Needs
Behavioris driven by the lowest, unmet need
Herzberg’sTwo-Factor
Theory
Behavior isguided by motivating and hygiene
factors
MASLOW’S HIERARCHY OF NEEDS
HERZBERG’S TWO-FACTOR THEORY
PERCEPTION
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
FIGURE 6.4 CONSUMER BUYING PROCESS
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
SOURCES OF INFORMATION
Personal
ExperientialPublic
Commercial
FIGURE 6.6 STAGES BETWEEN EVALUATION OF ALTERNATIVES
AND PURCHASE
PERCEIVED RISK
Functional
Physical
Financial
Social
Psychological
Time
FIGURE 6.7 HOW CUSTOMERS USE AND DISPOSE OF
PRODUCTS
RURAL CONSUMER BEHAVIOUR
• Rural consumers are more brand loyal• Restrictions on consumption• Collective consumption behavior: for family
rather than individual• Seasonality of consumption based on
seasonality of agricultural production/income• Specific patterns in the five-stage buying
decision process
MENTAL ACCOUNTING
Consumers tend to…
Segregate gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses