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

Factors Influencing Consumer Behavior

 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

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.

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.

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.

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

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

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

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.

 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

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.

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.

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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