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CH 6. WHAT INFLUENCES CONSUMER BEHAVIOR? Cultural Factors Social Factors Personal Factors.

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Presentation on theme: "CH 6. WHAT INFLUENCES CONSUMER BEHAVIOR? Cultural Factors Social Factors Personal Factors."— Presentation transcript:

1 CH 6

2 WHAT INFLUENCES CONSUMER BEHAVIOR? Cultural Factors Social Factors Personal Factors

3 WHAT IS CULTURE? Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.

4 SUBCULTURES Nationalities Religions Racial groups Geographic regions

5 SOCIAL CLASSES Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers

6 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

7 SOCIAL FACTORS Reference groups Reference groups Social roles Social roles Statuses Family

8 REFERENCE GROUPS Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups

9 ROLES AND STATUS What degree of status is associated with various occupational roles?

10 PERSONAL FACTORS Age Values Life cycle stage Life cycle stage Occupation Personality Self- concept Self- concept Wealth Lifestyle

11 THE FAMILY LIFE CYCLE

12 BRAND PERSONALITY Sincerity Excitement Competence Sophistication Ruggedness

13 LIFESTYLE INFLUENCES Multi-tasking Time-starved Money-constrained

14 FAYSAL BANK OF PAKISTAN HAS EXTENDED BANKING HOURS FOR TIME-PRESSED EXECUTIVES.

15 FIGURE 6.1 MODEL OF CONSUMER BEHAVIOR

16 KEY PSYCHOLOGICAL PROCESSES Motivation Memory Learning Perception

17 MOTIVATION Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd Freud’s Theory Behavior is guided by subconscious motivations Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by the lowest, unmet need Maslow’s Hierarchy of Needs Behavior is driven by the lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors

18 MASLOW’S HIERARCHY OF NEEDS

19 HERZBERG’S TWO-FACTOR THEORY

20 PERCEPTION Selective Attention Subliminal Perception Selective Retention Selective Distortion

21 FIGURE 6.4 CONSUMER BUYING PROCESS Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior Postpurchase Behavior

22 SOURCES OF INFORMATION Personal Experiential Public Commercial

23 FIGURE 6.6 STAGES BETWEEN EVALUATION OF ALTERNATIVES AND PURCHASE

24 PERCEIVED RISK Functional Physical Financial Social Psychological Time

25 FIGURE 6.7 HOW CUSTOMERS USE AND DISPOSE OF PRODUCTS

26 RURAL CONSUMER BEHAVIOUR Rural consumers are more brand loyal Restrictions on consumption Collective consumption behavior: for family rather than individual Seasonality of consumption based on seasonality of agricultural production/income Specific patterns in the five-stage buying decision process

27 MENTAL ACCOUNTING Consumers tend to… Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses


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