e视人苦 Topic 5 Analyzing Consumer Markets 2008-3-24
2008-3-24 1 Analyzing Consumer Markets Topic 5
e视人苦 LEARNING OBJECTIVES After completing this topic, you should know Know how consumer characteristics influence buying decisions Know what major psychological processes influence consumer responses to the marketing program Know how consumers make purchasing decisions Know how marketers analyze consumer decision- making 2008-3-24
2008-3-24 2 LEARNING OBJECTIVES • After completing this topic, you should know: – Know how consumer characteristics influence buying decisions – Know what major psychological processes influence consumer responses to the marketing program – Know how consumers make purchasing decisions – Know how marketers analyze consumer decisionmaking
e视人苦 A Conceptual Framework for Buyer Behavior External Consumer Consumer Influences Decision Characteristics Process Decisions 2008-3-24
2008-3-24 3 A Conceptual Framework for Buyer Behavior External Influences Consumer Characteristics Consumer Decision Process Decisions
e视人苦 What influences consumer behavior? Cultural factors · Social factors · Personal factors Psychological factors 2008-3-24
2008-3-24 4 What influences consumer behavior? • Cultural factors • Social factors • Personal factors • Psychological factors
e视人苦 Cultural Factors Culture Subculture Social class Buyer 2008-3-24
2008-3-24 5 • Cultural Factors Culture Subculture Social Class Buyer Buyer
e视人苦 Cultural Factors Culture is the fundamental determinant of a persons wants and behaviors Subculture Nationalities Religions Racial groups Geographical groups Generations 2008-3-24
2008-3-24 6 Cultural Factors • Culture is the fundamental determinant of a persons’ wants and behaviors. • Subculture – Nationalities – Religions – Racial groups – Geographical groups – Generations
e视人苦 · Socia| Stratification Social stratification sometimes takes the form of a caste system where members of different castes are reared for certain roles and cannot change their caste membership Social Classes relatively homogeneous and enduring divisions in a society that are hierarchically ordered and whose members share similar values interests and behavior 2008-3-24
2008-3-24 7 • Social Stratification – Social stratification sometimes takes the form of a caste system where members of different castes are reared for certain roles and cannot change their caste membership. • Social Classes – relatively homogeneous and enduring divisions in a society that are hierarchically ordered and whose members share similar values, interests, and behavior
e视人苦 Characteristics of social classes Those within a class tend to behave more alike than persons from two different social classes Persons are perceived as occupying inferior or superior positions according to social class Social class is indicated by a cluster of variables (occupation income, etc. )rather than by any single variable Individuals can move up or down the social-class ladder For different social classes distinct product and brand preferences media preferences language differences 2008-3-24
2008-3-24 8 • Characteristics of social classes: – Those within a class tend to behave more alike than persons from two different social classes. – Persons are perceived as occupying inferior or superior positions according to social class. – Social class is indicated by a cluster of variables (occupation, income, etc.) rather than by any single variable. – Individuals can move up or down the social-class ladder. • For different social classes: – distinct product and brand preferences – media preferences. – language differences
e视人苦 Social factors Reference Groups Roles Family Statuses 2008-3-24
2008-3-24 9 Social Factors Reference Groups Roles & Statuses Family
e视人苦 Reference groups Membership groups(direct influence) Primary groups(i.e, families, friends, colleagues.) Secondary groups (i.e, religious, professionals Aspirational groups Those one hopes to join Dissociative groups Those whose values and behavior an individual rejects Opinion leader Who offers advice or information about a specific product or product category 2008-3-24
2008-3-24 10 • Reference groups – Membership groups (direct influence) • Primary groups (i.e., families, friends, colleagues…) • Secondary groups (i.e., religious, professionals…) – Aspirational groups • Those one hopes to join – Dissociative groups • Those whose values and behavior an individual rejects – Opinion leader • Who offers advice or information about a specific product or product category