1. Consumer Markets & Buyer Behavior ALEX TONE, DILLON FOSTER, JANICE SAN NICOLAS, DANNY GIRARD, ANTOINE COUTURIER

2. Agenda  Major forces influencing consumer behavior  Selected product: GoPro.  How marketers use forces to influence potential customers  Reflection  Discussion Questions

3. Major Forces Influencing Consumer Behavior  Cultural Factors  Social Factors  Personal Factors  Psychological Factors

4. Cultural Factors  Culture  Culture is the most basic cause of a person’s wants and behavior learned from family and other important institutions.  Subculture  Groups of people with shared value systems based on common life experiences and situations.  Social classes  Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.

5. Social Factors  Groups and Social Networks  Membership Groups  Aspiration Groups  Reference Groups  Family  Family is the most important influence in consumer buying behavior.  Roles and Status  Person’s position in the group they belong to.

6. Personal Factors  Self-Concept  Possessions reflect a consumers identities  Age  Life stage segmentation  Occupation  Marketing strategies specialized regarding occupations

7. Psychological Factors  Motivation  Perception  Learning  Beliefs and Attitude

8. Product  GoPro Hero  Slogan: Be a HERO… GoPro  GoPro produces arguably the most versatile cameras in the world, the famous HD Hero.

9. GoPro  http://www.youtube.com/watch?v=wZi6_xWVIMs http://www.youtube.com/watch?v=wZi6_xWVIMs

10. How marketers use those forces to influence potential customers  Groups and Social Networks Two key groups for GoPro:  Membership Group  Aspirational Group

11. How marketers use those forces to influence potential customers  Brand Personality and Self Concept  Lifestyle  Extreme sports  Daily life

12. Maslow’s Hierarchy of Needs  GoPro fills:  Social needs  Esteem needs

13. Reflection

14. Discussion questions 1. In your own opinion, which of the four major forces affects consumer behavior the most?  a. Cultural factors  b. Social factors  c. Personal factors  d. Psychological factors 2. What is driving the Apple consumers’ behavior in your own opinion from the video? http://www.youtube.com/watch?v=rRwcIumf-mI