Analyzing Consumer Markets

WHAT INFLUENCES CONSUMER BEHAVIOR?

A consumers buying behavior is influenced by
cultural, social, and personal factors. Cultural factors
exert the broadest and deepest influence.
Consumer behavior is influenced by three factors:
cultural (culture, subculture, and social class); social
(reference groups, family, and social roles and
statuses); and personal (age, stage in the life cycle,
occupation,
economic
circumstances,
lifestyle,
personality, and self-concept).

Model of Consumer Behavior

Culture
Culture is the learned values, perceptions, wants, and
behavior from family and other important institutions
Cultural
Cultural
subculture
subculture
social
social class
class

Subcultures
Each culture consists of smaller subcultures that
provide more specific identification and socialization
for their members. Subcultures include nationalities,
religions, racial groups, and geographic regions.
Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions

Social Classes
social classes refers,
relatively
homogeneous
and enduring divisions in a
society
that
are
hierarchically
ordered
and whose members share
similar values, interests,
and behavior.
In
modern
Western societies,
stratification is broadly
organized into three main
layers:upper class,
middle class,
and
lower class.

Social Factors
A consumers behavior is influenced by such social
factors as reference groups, family, and social roles
and statuses.

Reference
groups

Family

Social
roles

Statuses

Personal Factors
A buyers decisions are also influenced by personal characteristics.
These include the buyers age and stage in the life cycle; occupation
and economic circumstances; personality and self-concept; and
lifestyle and values.

Age
Selfconcept

Life cycle
stage

Lifestyle

Occupation

Values

Wealth

Personality

Psychological Factors
The marketers task is to understand what happens in the consumers
consciousness between the arrival of the outside marketing stimuli and
the ultimate purchase decisions. Four key psychological processes
motivation, perception, learning, and memoryfundamentally influence
consumer responses.

Motivation

Perception

Learning

Memory

Motivation
A motive is a need that is sufficiently pressing to
direct the person to seek satisfaction
Abraham Maslows
Hierarchy of Needs
People are driven by
particular needs at particular
times Human needs are
arranged in a hierarchy from
most
pressing
to
least
pressing

Herzbergs Two-Factor Theory

TheFrederick Herzberg developed a two-factor theory that
distinguishes dissatisfiers (factors that cause dissatisfaction) from
satisfiers (factors that cause satisfaction) The absence of
dissatisfiers is not enough to motivate a purchase; satisfiers must be
present

Freud's Mind: Id, Ego, and Superego

Freud also divided the mind into three parts in a different, but related way. The
best known aspect of Freud'stheory of personalityis his view that the mind is
composed of three parts, each with a very different function:
the id
the ego
and the superego.
The id and ego have no morals. They seek to satisfy the id's selfish motives without
regard for the good of others. The ego tries to be realistic about how those motives
are satisfied. Society places restrictions on the actions of the id and ego by creating
the superego, the part of the mind that opposes the desires of the id by enforcing
moral restrictions and by striving to attain a goal of "ideal" perfection.

Perception
Perception is the process by which people select, organize, and
interpret information to form a meaningful picture of the world
from three perceptual processes

Selective attention
Selective distortion
Selective retention
Subliminal Perception

Learning
Learning is the changes in an individuals behavior arising from
experience and occurs through interplay of:Drives, Stimuli, Cues,
Responses,Reinforcement

Memory
Cognitive psychologists distinguish between short-term memory
(STM)a temporary and limited repository of informationand
long-term memory (LTM)a more permanent, essentially
unlimited repository. All the information and experiences we
encounter as we go through life can end up in our long-term
memory.

Types of Buying Decision Behavior

The Buying Decision Process

Individual Differences in Innovativeness

How Customers Use or Dispose of Product