1. BUS 306 – 01 Fundamentals of Marketing
Consumer Analysis
Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle, Sarah Hirschmann, Tyler Darke
BUS 306 – 01 Fundamentals of Marketing
September 26, 2013
Hyunsoo

2. Agenda Influence Overview Product Introduction Cultural Influences
Social Influences
Reflection
Hyunsoo

3. Influences on Consumer Behavior
Cultural: culture, subculture, social class
Social: groups and social networks, family, roles and status
Personal: age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept
Psychological: motivation, perception, learning, beliefs and attitudes
Tyler
Carly

4. Apple iPhone Popular Well-Known Broad Range of Users Creative
Successful
Social Media Tool
Sarah
Popular
Well-Known
Broad Range of Users
Creative
Successful
Social Media Tool

5. Culture Cultural Influences Different cultures have different values
Shape values
Determine human behavior
Different cultures have different values
American values: success, individualism, freedom
Marketers look for cultural shifts
Ina – 1st 3
Soo- next 3

6. Cultural Influences Subculture Hispanic-American Consumers
African-American Consumers
Asian-American Consumers
Cross-Cultural Marketing
Appeals to consumer similarities across subcultures rather than differences
Carly
Subcultures: groups of people with shared value systems based on common life experiences and situations.
Cross-Cultural marketing: the practice of including ethnic themes and cross- cultural perspectives within their mainstream marketing.

7.
Sarah

8. Social Influences Reference Groups
Serve as face-to-face or indirect points of comparison or reference
Marketers try to identify the reference groups of their target markets
Reference groups expose a person to
New behaviors
Lifestyles
Influence the person’s attitudes
Self-concept
Tyler
Ina
Tends to be strongest when the product is visible to others who the buyer respects
Expose: Create pressures to conform that may affect the product and brand choices

9. Social Influences Word-of-mouth influence
Powerful impact on consumer buying behavior
Recommendations from friends are more credible than commercial sources
Most happen naturally
Carly

10. Social Influences Family Roles and Status
Family members can strongly influence buyer behavior
Roles and Status
Factor into purchasing decisions
Sarah

11. Soo-upper/midd
Tyler- work/low
Social Class
Relatively permanent and ordered divisions in a society
Members share similar values, interest, and behaviors

12. Social Classes Upper and Middle Class Lower Class
Identify with luxurious and trendy products
Spend more money on products to maintain a distinct class difference
Higher disposable incomes = More purchasing power = Ability to purchase high-end products
Lower Class
Lower disposable incomes = Less purchasing power = Inability to purchase high-end products
Sarah
Ina
It was discussed that purchasing power and social class is an important factor which has influenced the purchase of iPhones. There are certain social classes which are associated with luxury products such as iPhones. The upper and middle social class identifies itself with luxurious and trendy products such as iPhones. The lower social class has a lower probability of purchasing these products since they are slightly expensive and are considered luxuries by this social group. This is due to the reason that the upper social class prefers spending a lot of money on products in order to maintain a distinct class difference in society. The upper social class also has more access to higher disposable incomes which makes people in this social class have a higher purchasing power. High purchasing power enables people in such social classes to purchase high end product including iPhones.
Perception may prevent certain groups from purchasing iPhones if they do not belong to a higher social class

13. Soo

14. Social Networks Online social networks
Blogs, social networking websites, other online communities
People socialize and share information and opinions
Carly

15. Reflection Cultural groups: form a basis of group identity
Social groups: act as a form of peer pressure
Marketers value this information when deciding on a target market
Tyler
Ina

16. References
Darrell, E.  Forrester: iPhone App Users Young And Wealthy, Android App Users Skew Older. TechCuhrch. Retrieved from techcrunch.com/2012/09/26/forrester-iphone-app-users-young- and-wealthy-android-app-users-skew-older/
Moreni, Edoardo. (2012). Building a Brand – The Apple Case, Retrieved September 25, 2013, from brand-the-apple-case/
Kotler, P., & Armstrong, G. (2013). Principles of Marketing (Ed.15) (p. 140,141, ).Upper Saddle River, NJ: Prentice Hall
Letterrip.net.(2013). No Bad Days Family, Retrieved September 25, 2013, from