5. CULTURE AND SUBCULTURES
Most basic influences on an individual needs, wants and behavior
Cultural values : family, religious organization, and educational
institutions.
Subcultures: religion, age, geographical location
gender, status etc.
6. SOCIAL CLASS
UPPER CLASS
-high incomes, quality merchandise is most prized and prestige brads are commonly
sought.
MIDDLE CLASS
-educated person with lower incomes, white-collar workers.
WORKING CLASS
- those minimally educated people who engage in “manual labor” with little or no prestige
LOWER CLASS
-Typified by poverty, homelessness, and unemployment
7. REFERENCE GROUP AND FAMILIES
A. Primary reference groups
Friends
Family Members
Relatives
B. Secondary reference group
Religious Associations
Organizations
Political Parties
Clubs etc.
comprise of people that individuals compare themselves with,who
influence him/her in any way.
13. SOCIAL FEATURES
Other persons present
Their characteristics
Their apparent roles
Interpersonal interactions
TIME
Time of day
Seasons of the year
Past or future event
Time since last purchase
Time since or until meals or paydays
14. TASK FEATURES
Intent or requirement to
select, shop for, or obtain
about a general or specific
purchase.
CURRENT CONDITIONS
Momentary moods (acute anxiety,
pleasantness, hostility & excitation)
Momentary conditions(cash on
hand, fatigue and illness)
16. PRODUCT KNOWLEDGE
Refers to the amount of information a consumer stored
in his or her mind.
PRODUCT INVOLVEMENT
Refers to a consumer’s perception of the importance or personal
relevance of an item
18. TYPES OF DECISIONS:
Extensive Decision Making - requires most time and effort
Limited Decision Making - more moderate but still involves more
time and effort
Routine Decision Making - purchase without much deliberation,
habitual purchases.
22. NEED RECOGNITION
The starting point in the buying process is the
consumer’s recognition of an unsatisfied needs.
Internal Stimuli – are such things as feelings.
External Stimuli – are such things as seeing.
25. ALTERNATIVE SEARCH
Once a need is recognized, the individual then searches
for alternatives for satisfying the need.
Five Basic Sources:
Internal source
Group source
Marketing source
Public source
Experiential source
26. FOUR- STEP PROCESS: “INFORMATION
PROCESSING”
Exposed to Information.
Becomes attentive to the information.
Understood the Information.
Retains the Information.
27. ETHICAL NORMS FOR MARKETERS
Do no harm.
Foster trust in the marketing system.
Embrace ethical values.
30. COGNITIVE DISSONANCE
The state of having inconsistent thoughts, beliefs, or
attitudes, especially as relating to behavioral decisions
and attitude change.