Analyzing consumer markets complete group5

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Analyzing consumer markets complete group5

  1. 1. Analyzing ConsumerMar kets Jerold I. Saddi April 26, 2012
  2. 2. Intr o1. What Influences Consumer behavior?2. What psychological process influence consumer behavior?
  3. 3. T hr ee Influences of Consumer Behaviora. Cultural Factorsd. Social Factorsc. Personal Factors
  4. 4. 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.
  5. 5. Social Factor sa. Reference Groupsb. Familyc. Social Rolesd. Statuses
  6. 6. b. Refer ence Gr oups Membership Primary REFERENCE GROUPS SecondaryDissociative Aspirational
  7. 7. Per sonal Factor s Personality Occupation Age Life cycleWealth Lifestyle Values Self-concept
  8. 8. Psychological Pr ocess
  9. 9. MOTIVATION FREUD’S MASLOW’S THEORY HIERARCHY OF NEEDSHERZBERG’S 2FACTOR THEORY
  10. 10. PERCEPTION
  11. 11. SELECTIVE RETENTIONSELECTIVE SUBLIMINALATTENTION PERCEPTIONSELECTIVEDISTORTION
  12. 12. LEARNING
  13. 13. MEMORY
  14. 14. Anal yzing ConsumerMar ketsSherwin Labrador April 26, 2012
  15. 15. CONSUMER CHARACTERISTICS Represented by Family Parents/PersonalGrandparents/Cultural Siblings/Social
  16. 16. CONSUMER PSYCHOLOGY Represented by Friends, School, Organization, etcFriends/Motivation School/PerceptionTeacher/Learning Media/Memory
  17. 17. MODEL OF CONSUMER BEHAVIOR Consumer PsychologyMarketing & other Stimuli Buying & Purchase Decision Consumer Characteristics
  18. 18. AnalyzingConsumer Mar kets Tonet Viray April 27, 2012
  19. 19. 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
  20. 20. 1. W hat influencesConsumer Behavior?A) Cultural FacotrsB) Social FactorsC) Personal Factors
  21. 21. A. SubculturesA.1 NATIONALITIESA.2 RELIGIONSA.3 RACIAL GROUPSA.4 GEOGRAPHIC REGIONS
  22. 22. B. Social Factor sB.1 Reference groupsB.2 FamilyB.3 SocialB.4 STATUS
  23. 23. B .1 REFERENCE GROUPS1 MEMBERSHIP GROUPS2 PRIMARY GROUP3 SECONDARY GROUPS4 ASPIRATIONAL5 DISSOCIATIVE
  24. 24. C. PERSONAL FACTORS AGESELF CONCEPT LIFE CYCLE STAGELIFESTYLE OCCUPATIONVALUE PERSONALITY WEALTH
  25. 25. B R A N D P E R S O N A L IT Y1. SINCERITY3. EXCITEMENT5. COMPETENCE7. SOPHISTICATION9. RUGGEDNESS
  26. 26. MODEL OF CONSUMER BEHAVIOR CONSUMER PURCHASE PSCYHOLOGY DECISIONMARKETING STIMULI BUYINGAND OTHER DECISION STIMULI PROCESS CONSUMER CHARACTERISTICS
  27. 27. KEY PSYCHOLOGICALPROCESSESMOTIVATION PERCEPTION LEARNING MEMORY
  28. 28. MOTIVATIONFREUD’S THEORY SUBCONSCIOUS MOTIVATIONS
  29. 29. MOTIVATIONMASLOW’S HIERARCHY OF NEEDS
  30. 30. MOTIVATIONHERZBERG’S TWO FACTOR THEORYMOTIVATOR HYGIENE FACTORS
  31. 31. PERCEPTIONSELECTIVE ATTENTIONSELECTIVE RETENTIONSELECTIVE DISTORTIONSUBLIMINAL PERCEPTION
  32. 32. CONSUMER BUYING PROCESSPROBLEM RECOGNITIONINFORMATION SEARCHEVALUATIONPURCHASE DECISIONPOSTPURCHASE BEHAVIOR
  33. 33. SUCCESSIVE SETS INVOLVEDIN CONSUMER DECISIONMAKINGTOTAL SETAWARENESS SETCONSIDERATION SETCHOICE SETDECISION
  34. 34. 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
  35. 35. Gr oup 5JEROLD I. SADDISHERWIN LABRADORMAYNARD ANTHONY CRUZMARY ANTONETTE VIRAY

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