6 analyzing consumer markets 1. copyright © 2009 pearson education, inc. publishing as prentice...
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6Analyzing Consumer Markets
1
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What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal Factors
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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.
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Subcultures
Nationalities Nationalities
ReligionsReligions
Racial groupsRacial groups
Geographic regionsGeographic regions
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Social Classes
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
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Social Factors
Referencegroups
Social roles
Statuses
Family
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Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups
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Family Distinctions Affecting Buying Decisions
Family of Orientation Family of Procreation
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Roles and Status
What degree of status is associated with various occupational roles?
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Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
Age and Stage of Lifecycle
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Occupation and Economic Circumstances
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Personality
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Figure 6.1 Model of Consumer Behavior
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Key Psychological Processes
Motivation
MemoryLearning
Perception
Maslow’s Hierarchy
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Perception
Selective Attention
Selective Retention
Selective Distortion
Learning
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Consumer Buying Decision Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
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Sources of Information
CommercialPersonal
Public Experiential
Low-Involvement Decision Making
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