Chapter 6 : Analyzing Consumer Markets

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Chapter 6 : Analyzing Consumer Markets

  1. 1. Analyzing Consumer Markets Rustie M. Fidel Ateneo Graduate School of Business April 8, 2011 Chapter 06 : http://rustie27.blogspot.com/
  2. 2. Chapter Outline <ul><li>Influences of Consumer Behavior </li></ul><ul><li>Subcultures </li></ul><ul><li>Social Factors </li></ul><ul><li>Personal Factors </li></ul><ul><li>Brand Personality </li></ul><ul><li>Key Psychological Processes </li></ul><ul><li>Motivation </li></ul><ul><li>Perception </li></ul><ul><li>Consumer Buying Process </li></ul><ul><li>Perceived Risk </li></ul>http://rustie27.blogspot.com/
  3. 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. 4. Concept # 2 Subcultures Nationalities Religions Racial Groups Geographic Regions http://rustie27.blogspot.com/
  5. 5. Concept # 3 Social Factors Reference Groups Family Social Roles Statuses http://rustie27.blogspot.com/
  6. 6. Concept # 4 Personal Factors Age Self Concept Lifestyle Values Life Cycle Stage Occupation Wealth Personality http://rustie27.blogspot.com/
  7. 7. Concept # 5 Brand Personality Sincerity Excitement Sophistication Competence Ruggedness http://rustie27.blogspot.com/
  8. 8. Concept # 6 Key Psychological Processes Motivation Perception Learning Memory http://rustie27.blogspot.com/
  9. 9. Concept # 7 Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory http://rustie27.blogspot.com/
  10. 10. Concept # 8 Perception Selective Attention Selection Retention Subliminal Perception Selective Distortion http://rustie27.blogspot.com/
  11. 11. Concept # 9 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Post Purchase behavior http://rustie27.blogspot.com/
  12. 12. Concept # 10 Perceived Risk Functional Physical Financial Social Psychological Time http://rustie27.blogspot.com/

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