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AnalyzingConsumer Markets     Tonet Viray      April 27, 2012
Outline: CHAPTER QUESTIONS1.   HOW DO CONSUMER CHARACTERISTICS     INFLUENCE BUYING BEHAVIOR?2.   WHAT PSYCHOLOGICAL PROCE...
1. What influencesConsumer Behavior?A) Cultural FacotrsB) Social FactorsC) Personal Factors
A. SubculturesA.1 NATIONALITIESA.2 RELIGIONSA.3 RACIAL GROUPSA.4 GEOGRAPHIC REGIONS
B. Social FactorsB.1 Reference groupsB.2 FamilyB.3 SocialB.4 STATUS
B.1 REFERENCE GROUPS1 MEMBERSHIP GROUPS2 PRIMARY GROUP3 SECONDARY GROUPS4 ASPIRATIONAL5 DISSOCIATIVE
C. PERSONAL FACTORS                    AGESELF CONCEPT                  LIFE CYCLE                                STAGELIF...
BRAND PERSONALITY1. SINCERITY2. EXCITEMENT3. COMPETENCE4. SOPHISTICATION5. RUGGEDNESS
MODEL OF CONSUMER BEHAVIOR             CONSUMER          PURCHASE            PSCYHOLOGY         DECISIONMARKETING STIMULI ...
KEY PSYCHOLOGICALPROCESSES MOTIVATION   PERCEPTION LEARNING      MEMORY
MOTIVATIONFREUD’S THEORY SUBCONSCIOUS MOTIVATIONS
MOTIVATIONMASLOW’S HIERARCHY OF NEEDS
MOTIVATIONHERZBERG’S TWO FACTOR THEORYMOTIVATOR          HYGIENE            FACTORS
PERCEPTIONSELECTIVE ATTENTIONSELECTIVE RETENTIONSELECTIVE DISTORTIONSUBLIMINAL PERCEPTION
CONSUMER BUYING   PROCESSPROBLEM RECOGNITIONINFORMATION SEARCHEVALUATIONPURCHASE DECISIONPOSTPURCHASE BEHAVIOR
SUCCESSIVE SETS INVOLVED INCONSUMER DECISION MAKINGTOTAL SETAWARENESS SETCONSIDERATION SETCHOICE SETDECISION
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Analyzing consumer markets

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Transcript of "Analyzing consumer markets"

  1. 1. AnalyzingConsumer Markets Tonet Viray April 27, 2012
  2. 2. Outline: CHAPTER QUESTIONS1. HOW DO CONSUMER CHARACTERISTICS INFLUENCE BUYING BEHAVIOR?2. WHAT PSYCHOLOGICAL PROCESSES INFLUENCE CONSUMER RESPONSES TO THE MARKETING PROGRAM?3. HOW DO CONSUMER MAKE PURCHASING DECISIONS?4. HOW DO MARKETERS ANALYZE CONSUME DECISION MAKING
  3. 3. 1. What influencesConsumer Behavior?A) Cultural FacotrsB) Social FactorsC) Personal Factors
  4. 4. A. SubculturesA.1 NATIONALITIESA.2 RELIGIONSA.3 RACIAL GROUPSA.4 GEOGRAPHIC REGIONS
  5. 5. B. Social FactorsB.1 Reference groupsB.2 FamilyB.3 SocialB.4 STATUS
  6. 6. B.1 REFERENCE GROUPS1 MEMBERSHIP GROUPS2 PRIMARY GROUP3 SECONDARY GROUPS4 ASPIRATIONAL5 DISSOCIATIVE
  7. 7. C. PERSONAL FACTORS AGESELF CONCEPT LIFE CYCLE STAGELIFESTYLE OCCUPATIONVALUE PERSONALITY WEALTH
  8. 8. BRAND PERSONALITY1. SINCERITY2. EXCITEMENT3. COMPETENCE4. SOPHISTICATION5. RUGGEDNESS
  9. 9. MODEL OF CONSUMER BEHAVIOR CONSUMER PURCHASE PSCYHOLOGY DECISIONMARKETING STIMULI BUYINGAND OTHER DECISION STIMULI PROCESS CONSUMER CHARACTERISTICS
  10. 10. KEY PSYCHOLOGICALPROCESSES MOTIVATION PERCEPTION LEARNING MEMORY
  11. 11. MOTIVATIONFREUD’S THEORY SUBCONSCIOUS MOTIVATIONS
  12. 12. MOTIVATIONMASLOW’S HIERARCHY OF NEEDS
  13. 13. MOTIVATIONHERZBERG’S TWO FACTOR THEORYMOTIVATOR HYGIENE FACTORS
  14. 14. PERCEPTIONSELECTIVE ATTENTIONSELECTIVE RETENTIONSELECTIVE DISTORTIONSUBLIMINAL PERCEPTION
  15. 15. CONSUMER BUYING PROCESSPROBLEM RECOGNITIONINFORMATION SEARCHEVALUATIONPURCHASE DECISIONPOSTPURCHASE BEHAVIOR
  16. 16. SUCCESSIVE SETS INVOLVED INCONSUMER DECISION MAKINGTOTAL SETAWARENESS SETCONSIDERATION SETCHOICE SETDECISION
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