2 What Influences Consumer Behavior? Cultural FactorsSocial FactorsPersonal 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 SubculturesNationalitiesReligionsRacial groupsGeographic regions
5 Upper uppers Lower uppers Upper middles Middle class Working class Social ClassesUpper uppersLower uppersUpper middlesMiddle classWorking classUpper lowersLower lowers
6 Characteristics 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
7 Social FactorsReferencegroupsFamilySocialrolesStatuses
8 Membership groups Primary groups Secondary groups Aspirational groups Reference GroupsMembership groupsPrimary groupsSecondary groupsAspirational groupsDissociative groups
9 What degree of status is associated with various occupational roles? Roles and StatusWhat degree of status is associated with various occupational roles?
10 Age Self- Life cycle concept stage Occupation Lifestyle Wealth Values Personal FactorsAgeSelf-conceptLife cyclestageOccupationLifestyleWealthValuesPersonality
25 Figure 6.7 How Customers Use and Dispose of Products
26 Rural 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
27 Integrate smaller losses with larger gains Mental AccountingConsumers tend to…Segregate gainsIntegrate lossesIntegrate smaller losses with larger gainsSegregate small gains from large losses