Chapter 6 : Analyzing Consumer Markets
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Chapter 6 : Analyzing Consumer Markets

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  • 1. Analyzing Consumer Markets Rustie M. Fidel Ateneo Graduate School of Business April 8, 2011 Chapter 06 : http://rustie27.blogspot.com/
  • 2. Chapter Outline
    • Influences of Consumer Behavior
    • Subcultures
    • Social Factors
    • Personal Factors
    • Brand Personality
    • Key Psychological Processes
    • Motivation
    • Perception
    • Consumer Buying Process
    • Perceived Risk
    http://rustie27.blogspot.com/
  • 3. Concept # 1 Influences of Consumer Behavior Cultural Factors Social Factors Personal Factors I’m muslim! I don’t buy that thing!  I want the LV bag! It’s the bag of the ELITE!  I want that swimsuit! That would fit my body!  http://rustie27.blogspot.com/
  • 4. Concept # 2 Subcultures Nationalities Religions Racial Groups Geographic Regions http://rustie27.blogspot.com/
  • 5. Concept # 3 Social Factors Reference Groups Family Social Roles Statuses http://rustie27.blogspot.com/
  • 6. Concept # 4 Personal Factors Age Self Concept Lifestyle Values Life Cycle Stage Occupation Wealth Personality http://rustie27.blogspot.com/
  • 7. Concept # 5 Brand Personality Sincerity Excitement Sophistication Competence Ruggedness http://rustie27.blogspot.com/
  • 8. Concept # 6 Key Psychological Processes Motivation Perception Learning Memory http://rustie27.blogspot.com/
  • 9. Concept # 7 Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory http://rustie27.blogspot.com/
  • 10. Concept # 8 Perception Selective Attention Selection Retention Subliminal Perception Selective Distortion http://rustie27.blogspot.com/
  • 11. Concept # 9 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post Purchase behavior http://rustie27.blogspot.com/
  • 12. Concept # 10 Perceived Risk Functional Physical Financial Social Psychological Time http://rustie27.blogspot.com/