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Published byChristine Raper
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Consumer Behavior Social Class
Education Occupation Income Wealth Dwelling Family Values & Beliefs Beliefs Habits Lifestyles Relationships Consumption Determinants Distinctions
The Use of Time Late Daily Schedule Distant Time Horizon Up-Scale Down-Scale Early Daily Schedule Close Time Horizon
Degree of Abstraction Complex, Abstract Thinking Intangibles Are Acceptable Up-Scale Down-Scale Simple, Concrete Thinking Tangibles Are Preferable
Masculine Emotionality Little Hostility Expressed Sentimentality Acceptable Up-Scale Down-Scale Open Aggression Expressed Sentimentality Unacceptable
Perception of Risk Little Risk Perceived Loss Viewed as Feedback Up-Scale Down-Scale World Viewed as Risky Others Blamed for Losses
Family Interactions Limited Sex Roles Want Precocious Children Up-Scale Down-Scale Strong Sex Roles Want Obedient Children
Community Involvement Active Community Participation Strive for Upward Mobility Up-Scale Down-Scale Perceive Lack of Potency Strive to Maintain Position
Family Dwelling The Home is Symbolic The Outside is Important Up-Scale Down-Scale Proximity is Important The Inside is Emphasized
Home Furnishings Furnishings are Coordinated Reliable Appliances Sought Up-Scale Down-Scale Furnishings are Durable Labor-Saving Appliances Sought
Clothing and Appearance Fashionable Clothes Required Personal Services are Necessities Up-Scale Down-Scale Durable Clothes Preferable Personal Services are Luxuries
Medical Treatment The Body Seen as a “Residence” Self-Responsibility Recognized Up-Scale Down-Scale Identification with the Body Experts are Responsible
Dietary Habits Judge Quality over Quantity Cooking May Be Creative Up-Scale Down-Scale Judge Quantity over Quality Cooking is Usually a Chore
Recreation, Entertainment Prefer Active Participation Use Technical Equipment Up-Scale Down-Scale Prefer Spectatorship Use Power Equipment
Work and Leisure Strive for Achievement Paid for Performance Up-Scale Down-Scale Desire for Security Paid for Time on the Job
Financial Practices Routinely Save and Invest Use Credit Cards for Convenience Up-Scale Down-Scale Save for Large Purchases Use Credit Cards for Credit
Media Exposure News and Information Programs Drama and Documentaries Up-Scale Down-Scale Mainly Entertainment Programs Games, “Soaps,” and Sports
Shopping and Buying Purchases Often Planned Products Judged on Merit Up-Scale Down-Scale Impulse and Last-Minute Buying Brand and Small Store Loyalty
Final Consumers and Their Buying Behavior
Understanding Audiences. Critical for a Strategic Communicator to understand the audience: Identify the audience and their media environment Craft message.
Journalism 614: Consumer Culture and Opinion. A Consumer Society A nation of shoppers –Mass and Micro Marketing –Shopping Malls –Online Purchasing –Bargain.
Buyer Behavior Purchase Decisions. Purchase and Consumption Decisions Product purchase decisions Whether or not to buy the product or service? Brand purchase.
Culture and Consumer Behavior. How people behave and what motivates them is largely a matter of culture. Differences in how people process information,
MARKET SEGMENTATION STANDARD 2. MARKET SEGMENTATION The process of subdividing a market into distinct subsets of customers that behave in the same way.
Activities Interests Opinions Demographics
Learning Objective # 1 Recognize relationships among financial documents and money management activities.
Chapter 70 HOUSING AND THE CONSUMER. Single-family home – provides living space for one family. It is not usually connected to any other building and.
Product and Services Strategy
VALUES The beliefs and practices in your life that are very important to you. Influences: Family Friends Work Media Self Reliance Others (boss, teacher,
CALM. Able to buy needed items now and pay later. Don’t have to carry cash Creates a record of purchases More convenient than writing cheques.
Consumer Markets and Consumer Buyer Behavior Chapter 5.
© South-Western Publishing MARKETING BEGINS WITH CUSTOMERS Understanding Consumer Behavior What Motivates Buyers? Types Of Decision-Making.
Consumer Choice Stage 5 Commerce.
Social Class and Social Mobility in China Brand Community.
Family & Household Individual.
Consumer Markets and Consumer Buying Behavior
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