1. Analyzing Consumer Markets Marketing Management, 13 th ed 6

2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-2 What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors

3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-3 What is Culture? Culture is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.

4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-4 Subcultures Nationalities Religions Racial groups Geographic regions

5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-5 Davids Bridal Targets the Latino Sub- Culture with its Collection of Quinceañera Dresses

6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-6 Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers

7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-7 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

8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-8 Social Factors Reference groups Social roles Statuses Family

9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-9 Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups

10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-10 Family Distinctions Affecting Buying Decisions Family of Orientation Family of Procreation

11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-11 Roles and Status What degree of status is associated with various occupational roles?

12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-12 Personal Factors Age Values Life cycle stage Occupation Personality Self- concept Wealth Lifestyle

13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-13 The Family Life Cycle

14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-14 Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development

15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-15 Figure 6.1 Model of Consumer Behavior

16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-16 Key Psychological Processes Motivation MemoryLearning Perception

17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-17 Maslows Hierarchy of Needs

18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-18 Perception Selective Attention Subliminal Perception Selective Retention Selective Distortion

19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-19 Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior

20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-20 Sources of Information Personal ExperientialPublic Commercial

21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-21 Figure 6.5 Successive Sets Involved in Consumer Decision Making

22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-22 Figure 6.6 Stages between Evaluation of Alternatives and Purchase