6 Analyzing Consumer Markets 1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-2 What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3 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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-4 Subcultures Nationalities Religions Racial groups Geographic regions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-5 Social Classes Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-6 Social Factors Reference groups Social roles Statuses Family
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-7 Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-8 Family Distinctions Affecting Buying Decisions Family of Orientation Family of Procreation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-9 Roles and Status What degree of status is associated with various occupational roles?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-10 Personal Factors Age Values Life cycle stage Occupation Personality Self- concept Wealth Lifestyle
Age and Stage of Lifecycle Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-11
Occupation and Economic Circumstances Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-12
Personality Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-13
Figure 6.1 Model of Consumer Behavior Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-14
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-15 Key Psychological Processes Motivation MemoryLearning Perception
Maslow’s Hierarchy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-16
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-17 Perception Selective Attention Selective Retention Selective Distortion
Learning Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18
Emotions Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-19
Memory Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-20
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-21 Consumer Buying Decision Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22 Sources of Information CommercialPersonal PublicExperiential
Figure 6.5 Successive Sets in Decision Making Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-23
Figure 6.6 Steps Between Alternative Evaluation and Purchase Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-24
Low-Involvement Decision Making Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-25