Analyzing consumer markets complete   group5
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Analyzing consumer markets complete   group5 Analyzing consumer markets complete group5 Presentation Transcript

  • Analyzing ConsumerMar kets Jerold I. Saddi April 26, 2012
  • Intr o1. What Influences Consumer behavior?2. What psychological process influence consumer behavior?
  • T hr ee Influences of Consumer Behaviora. Cultural Factorsd. Social Factorsc. Personal Factors
  • A. Cultural Factor sa. Nationalities E.G. American, Filipino, Britishc. Religions Roman Catholic, Orthodox, Muslims,d. Racial Groups E.G. Black, White, Asianf. Geographic Regions a. Asia, America, UK etc.
  • Social Factor sa. Reference Groupsb. Familyc. Social Rolesd. Statuses
  • b. Refer ence Gr oups Membership Primary REFERENCE GROUPS SecondaryDissociative Aspirational
  • Per sonal Factor s Personality Occupation Age Life cycleWealth Lifestyle Values Self-concept
  • Psychological Pr ocess
  • MOTIVATION FREUD’S MASLOW’S THEORY HIERARCHY OF NEEDSHERZBERG’S 2FACTOR THEORY
  • PERCEPTION
  • SELECTIVE RETENTIONSELECTIVE SUBLIMINALATTENTION PERCEPTIONSELECTIVEDISTORTION
  • LEARNING
  • MEMORY
  • Anal yzing ConsumerMar ketsSherwin Labrador April 26, 2012
  • CONSUMER CHARACTERISTICS Represented by Family Parents/PersonalGrandparents/Cultural Siblings/Social
  • CONSUMER PSYCHOLOGY Represented by Friends, School, Organization, etcFriends/Motivation School/PerceptionTeacher/Learning Media/Memory
  • MODEL OF CONSUMER BEHAVIOR Consumer PsychologyMarketing & other Stimuli Buying & Purchase Decision Consumer Characteristics
  • AnalyzingConsumer Mar kets Tonet Viray April 27, 2012
  • O u t lin e : 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
  • 1. W hat influencesConsumer Behavior?A) Cultural FacotrsB) Social FactorsC) Personal Factors
  • A. SubculturesA.1 NATIONALITIESA.2 RELIGIONSA.3 RACIAL GROUPSA.4 GEOGRAPHIC REGIONS
  • B. Social Factor sB.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 STAGELIFESTYLE OCCUPATIONVALUE PERSONALITY WEALTH
  • B R A N D P E R S O N A L IT Y1. SINCERITY3. EXCITEMENT5. COMPETENCE7. SOPHISTICATION9. RUGGEDNESS
  • MODEL OF CONSUMER BEHAVIOR CONSUMER PURCHASE PSCYHOLOGY DECISIONMARKETING STIMULI BUYINGAND OTHER DECISION STIMULI PROCESS CONSUMER CHARACTERISTICS
  • KEY PSYCHOLOGICALPROCESSESMOTIVATION 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 INVOLVEDIN CONSUMER DECISIONMAKINGTOTAL SETAWARENESS SETCONSIDERATION SETCHOICE SETDECISION
  • perception Racial Geographic motivation memory religions groups regions nationalities learning Key Psychological process cultural membership Consumer Buying primary Aspirational psychology decision dissociativ Marke process age secondary e ting Self-Reference groups stimuli conceptfamily and other Consumer Purchase Life cycle decision stimuli characteristics stage social personal Social roles value And statuses lifestyle occupation personality wealth
  • Gr oup 5JEROLD I. SADDISHERWIN LABRADORMAYNARD ANTHONY CRUZMARY ANTONETTE VIRAY