Ch 5

605 views

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
605
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
17
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Ch 5

  1. 1. Consumer Behavior<br />Marketing: Chapter 5<br />
  2. 2. Interpersonal Determinants of Consumer Behavior<br />Cultural Influences<br />Social Influences<br />Family Influences<br />
  3. 3. Cultural Influences<br />Values, beliefs, preferences, tastes, handed down from previous generations<br />Cultural values change, basic core values do not<br />Ethnocentrism- tendency to view your own culture as the norm<br />
  4. 4. International Perspective<br />Successful marketing strategies in one country may not work in another country.<br />
  5. 5. US Population<br />
  6. 6. Subcultures:<br /> Based on factors such as race, nationality, age, rural vs. urban, sex, religion, & geographical distribution<br /> Groups with their own distinct modes of behavior.<br />
  7. 7. Hispanic American<br />More Disposable Income Than Any Other Minority Group<br />Large, Fast Growing Market<br />Younger Median Age<br />Concentrated in CA, FL, NY, & TX, NM<br />Larger households<br />Acculturation<br />Degree that newcomers have adapted to US culture<br />
  8. 8. African American<br />Family structure differs<br />Make More Shopping Trips Per Year<br />Purchase Beauty Supplies, Automotive Supplies & Electronics<br />Students Buy Technology Products, Purchase Online<br />Marketers use different approaches<br />
  9. 9. Asian American<br />Two dozen ethnic groups<br />Chinese, Japanese, Indians, Koreans, Filipinos, Vietnamese with their own language, religion, and values.<br />
  10. 10. Benetton Also Has Been Successful Extending Strategies Across Subcultures<br />
  11. 11. Social Influences<br />Norms<br />Asch phenomenon<br />People tend to conform to majority rule even if it goes against beliefs<br />Impact of group on behavior<br />Reference Groups<br />Social Classes<br />Opinion Leaders<br />
  12. 12. Family Influences<br />Autonomic<br />Equal # of decisions by both. <br />Sometimes he decides, sometimes she does<br />Husband Dominant<br />Wife dominant<br />Syncratic <br />Decisions made together<br />Children & Teenagers<br />
  13. 13. Personal Determinants<br />Needs & Motives<br />Maslow’s Hierarchy of Needs<br />Physiological<br />Safety<br />Belongingness or social<br />Esteem<br />Self - actualization<br />Continued<br />
  14. 14.
  15. 15. Appealing to social needs.<br />Appealing to self-actualization.<br />
  16. 16. Perceptions<br />Perceptual screens<br />Subliminal Perception<br />Attitudes<br />Self Concept<br />Personal Determinants<br />
  17. 17. Overcoming Selective Perception<br />
  18. 18. Consumer Decision Process<br />Problem Recognition<br />Search<br />Evaluation of Alternatives<br />Purchase Decision<br />Post- Purchase Evaluation<br />

×