2What Influences Consumer Behavior? Cultural FactorsSocial FactorsPersonal Factors
3What is Culture?Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
4SubculturesNationalitiesReligionsRacial groupsGeographic regions
5Upper uppers Lower uppers Upper middles Middle class Working class Social ClassesUpper uppersLower uppersUpper middlesMiddle classWorking classUpper lowersLower lowers
6Characteristics of Social Classes Within a class, people tend to behave alikeSocial class conveys perceptions of inferior or superior positionClass may be indicated by a cluster of variables (occupation, income, wealth)Class designation is mobile over time
25Figure 6.7 How Customers Use and Dispose of Products
26Rural Consumer Behaviour Rural consumers are more brand loyalRestrictions on consumptionCollective consumption behavior: for family rather than individualSeasonality of consumption based on seasonality of agricultural production/incomeSpecific patterns in the five-stage buying decision process
27Integrate smaller losses with larger gains Mental AccountingConsumers tend to…Segregate gainsIntegrate lossesIntegrate smaller losses with larger gainsSegregate small gains from large losses