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Consumer and Business MarketDr. Ananda Sabil Hussein
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
6-7
Referencegroups
Social roles
Statuses
Family
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
The Family Life Cycle
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Model of Consumer Behavior
Key Psychological Processes
Motivation
MemoryLearning
Perception
Motivation
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
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 RiskFunctional
Physical
Financial
Social
Psychological
Time
Other Theories of Consumer Decision Making
Involvement
Elaboration Likelihood Model
Low-involvement marketing strategies
Variety-seeking buying behavior
Decision Heuristics
Availability
Representativeness
Anchoring and adjustment
Characteristics of Business Markets
Fewer, larger buyers
Close supplier-customer relationships
Professional purchasing
Many buying influences
Multiple sales calls
Derived demand
Inelastic demand
Fluctuating demand
Geographically concentrated buyers
Direct purchasing
The Buying CenterInitiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
Of Concern to Business Marketers
Who are the major decision participants?
What decisions do they influence?
What is their level of influence?
What evaluation criteria do they use?
Sales Strategies
Small Sellers
Large Sellers
Key Buying Influencers
MultilevelIn-depthSelling
Stages in the Buying Process: Buyphases
Problem recognition
General need description
Product specification
Supplier search
Proposal solicitation
Supplier selection
Order-routine specification
Performance review