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Consumer Behavior

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Consumer Behavior

  1. 1. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
  2. 2. INTERNAL INFLUENCES ON CONSUMERS DECISION MAKING <ul><li>A. MOTIVATION AND PERSONALITY </li></ul><ul><li>1. MOTIVATION </li></ul><ul><li>2. PERSONALITY </li></ul><ul><li>B. PERCEPTION </li></ul><ul><li>C. LEARNING </li></ul><ul><li>D. VALUES, BELIEFS, AND ATTITUDES </li></ul><ul><li>1. ATTITUDE FORMATION </li></ul><ul><li>2. VALUES </li></ul><ul><li>3. BELIEFS </li></ul>
  3. 3. EXTERNAL INFLUENCES ON CONSUMER BEHAVIOUR <ul><ul><ul><li>A.PERSONAL INFLUENCE </li></ul></ul></ul><ul><ul><ul><li>B.REFERENCE GROUPS </li></ul></ul></ul><ul><ul><ul><li>C.THE FAMILY </li></ul></ul></ul><ul><ul><ul><li>D.SOCIAL CLASS </li></ul></ul></ul><ul><ul><ul><li>E.CULTURE </li></ul></ul></ul><ul><ul><ul><li>F. SUBCULTURE </li></ul></ul></ul>
  4. 4. MOTIVATION <ul><li>“ Motivation is driving force within individuals that impels them to action”-Schiffman </li></ul><ul><ul><li>Is the energizing force that causes behavior that satisfies a need. </li></ul></ul><ul><ul><li>Needs are hierarchical </li></ul></ul><ul><ul><li>Once basic physiological needs are met, people seek to satisfy learned needs </li></ul></ul>
  5. 5. PERSONALITY <ul><li>“ Personality are those inner psychological characteristics that both determine and reflect how a person responds to his or her environment”-Schiffman </li></ul><ul><ul><li>A person's consistent behavior or responses to recurring situations. </li></ul></ul><ul><ul><li>Research suggests that key traits affect brand and product-type preferences. </li></ul></ul><ul><ul><li>Revealed in persons self concept </li></ul></ul>
  6. 6. PERCEPTION <ul><li>“ Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world”-Schiffman. </li></ul>
  7. 7. LEARNING <ul><li>“ Consumer learning is a process by which individuals acquire the purchase and and consumption knowledge and experience that they apply to future related behavior”-Schiffman </li></ul><ul><li>Four variables- </li></ul><ul><li>Drive </li></ul><ul><li>Cue </li></ul><ul><li>Response </li></ul><ul><li>Reinforcement </li></ul>
  8. 8. VALUES, BELIEFS, AND ATTITUDES <ul><li>1. ATTITUDE FORMATION </li></ul><ul><ul><li>A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. </li></ul></ul><ul><ul><li>Shaped by our values and beliefs, which are learned . </li></ul></ul><ul><li>2. VALUES </li></ul><ul><li>Personally or socially preferable modes of conduct or states of existence that are enduring </li></ul><ul><li>3. BELIEFS </li></ul><ul><li>Consumer's subjective perception of how well a product or brand performs on different attributes. </li></ul>
  9. 9. PERSONAL INFLUENCE <ul><li>Aspects of Personal Influence is important to marketing </li></ul><ul><ul><li>Opinion leaders : Individuals who exert direct or indirect social influence over others </li></ul></ul><ul><ul><li>Word of mouth : People influencing each other during face-to-face conversations. </li></ul></ul><ul><ul><li>Power of word of mouth has been magnified by the Internet and e-mail </li></ul></ul>
  10. 10. REFRENCE GROUPS <ul><li>Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Reference groups have an important influence on the purchase of luxury products but not of necessities. </li></ul><ul><li>1. Membership group : one to which a person actually belongs. </li></ul><ul><li>2. Aspiration group : one with which a person wishes to be identified. </li></ul><ul><li>3. Dissociative group : one from which a person wants to maintain a distance because of differences in values or behaviors </li></ul>
  11. 11. FAMILY INFLUENCE <ul><ul><li>“ Family is defined as two or more persons related by blood, marriage, or adoption who reside together.” </li></ul></ul><ul><ul><li>Family influences on consumer behavior result from three sources: </li></ul></ul><ul><ul><ul><li>consumer socialization </li></ul></ul></ul><ul><ul><ul><li>passage through the family life cycle </li></ul></ul></ul><ul><ul><ul><li>decision making within the family </li></ul></ul></ul>
  12. 12. SOCIAL CLASS <ul><ul><li>The relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior are grouped. </li></ul></ul><ul><ul><li>Determinants of social class include </li></ul></ul><ul><ul><ul><li>occupation, </li></ul></ul></ul><ul><ul><ul><li>source of income (not level of income) </li></ul></ul></ul><ul><ul><ul><li>education </li></ul></ul></ul>
  13. 13. CULTURE AND SUBCULTURE <ul><li>Culture refers to the set of values, ideas and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. </li></ul><ul><li>Subcultures - groups within the larger, or national, culture with unique values, ideas, and attitudes . </li></ul>

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