1. I ntroduction … Consumer Behavior Harcourt, Inc. Lec. 2

2. Factors Influencing Consumer Behavior

3.  Copyright 1999 Prentice Hall 5-3 Factors Affecting Consumer Behavior: Social Class People within a social class tend to exhibit similar buying behavior. Occupation Income Education Wealth Social Class People within a social class tend to exhibit similar buying behavior. Occupation Income Education Wealth Most basic cause of a person's wants and behavior. Most basic cause of a person's wants and behavior. Subculture Groups of people with shared value systems based on common life experiences. Subculture Groups of people with shared value systems based on common life experiences. Culture

4. 1-4 Cultural Influences Culture: –The values, ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society. Culture: –The values, ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society. Culture is learned and transmitted from one generation to the next.

5. 1-5 Cultural Influences Socialization: –The process of absorbing a culture Socialization: –The process of absorbing a culture Consumer Socialization: –When socialization is applied to marketing and consumer behavior. Consumer Socialization: –When socialization is applied to marketing and consumer behavior.

6. 1-6 Values Values: –Shared beliefs or cultural norms about what is important or right. Cultural values directly influence how Consumers view and use individual products, brands, and services.

7. 1-7 Values The List of Values (LOV): Self-respect Warm relationships Self-fulfillment Sense of belonging Respect from others Excitement Security Sense of accomplishment Fun and enjoyment in life The List of Values (LOV): Self-respect Warm relationships Self-fulfillment Sense of belonging Respect from others Excitement Security Sense of accomplishment Fun and enjoyment in life

8. 1-8 Subcultures –The norms and values of specific groups or subcultures within a society.

9. 1-9 Subcultures Demographic characteristics used to identify subcultures: –Nationality - Hispanics, Italians –Race - African-American, American Indian, Asian –Region - New England, the South –Age - Elderly, teenager Demographic characteristics used to identify subcultures: –Nationality - Hispanics, Italians –Race - African-American, American Indian, Asian –Region - New England, the South –Age - Elderly, teenager

10. 1-10 Social Class Influences Social Classes: –Relatively homogeneous divisions within a society that contain people with similar values, needs, lifestyles, and behavior. Social Classes: –Relatively homogeneous divisions within a society that contain people with similar values, needs, lifestyles, and behavior.

11.  Copyright 1999 Prentice Hall 5-11 Factors Affecting Consumer Behavior: Social Groups Membership Reference Groups Membership Reference Family Husband, wife, kids Influencer, buyer, user Family Husband, wife, kids Influencer, buyer, user Roles and Status Social Factors

12. 1-12 Reference Groups: –Those others look to for help and guidance including friends, co- workers, and others. Reference Groups: –Those others look to for help and guidance including friends, co- workers, and others.

13. 1-13 Family Influences and the Family Life Cycle Family influences play two important roles in: –The socialization of people. –Affecting individual purchase decisions. Family influences play two important roles in: –The socialization of people. –Affecting individual purchase decisions.

14. 1-14 Family Life Cycle: –The sequence of steps a family goes through: From young, to Single adults, to Married couples whose children have left home, to The retired survivor Family Life Cycle: –The sequence of steps a family goes through: From young, to Single adults, to Married couples whose children have left home, to The retired survivor Family Influences and the Family Life Cycle

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