Beruflich Dokumente
Kultur Dokumente
6
Analyzing
Consumer Markets
Chapter Questions
6-2
Consumer Behavior
6-3
What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
6-4
What is Culture?
Culture is the fundamental determinant of a
persons wants and behaviors acquired
through socialization processes with family
and other key institutions.
6-5
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
6-6
6-7
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
6-8
Social Factors
Reference groups
Family
Social roles
Statuses
6-9
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Disassociative groups
6-10
Family Distinctions
Affecting Buying Decisions
6-11
Personal Factors
Age
Life cycle stage
Occupation
Wealth
Personality
Values
Lifestyle
Self-concept
6-12
6-13
6-14
Personality
6-15
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
6-16
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
6-17
6-18
Motivation
Freuds
Theory
Maslows
Hierarchy
of Needs
Herzbergs
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
6-19
Maslows Hierarchy
6-20
Perception
Selective attention
Selective retention
Selective distortion
Subliminal perception
6-21
Learning
6-22
Emotions
6-23
Memory
6-24
6-25
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
6-26
Sources of Information
Personal
Commercial
Public
Experiential
6-27
6-28
6-29
6-30
Conjunctive
Lexicographic
Elimination-by-aspects
6-31
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
6-32
6-33
6-34
Decision Heuristics
Availability
Representativeness
Anchoring and adjustment
6-35
Framing
6-36
Mental Accounting
Consumers tend to
Segregate gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses
6-37
For Review
6-38
39