Your SlideShare is downloading. ×
Chapter 6 : Analyzing Consumer Markets
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Chapter 6 : Analyzing Consumer Markets

1,296
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,296
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
37
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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/