Downloaded 59 times
![[EN].CleverGroup Vietnam Profile 20251202](https://cdn.slidesharecdn.com/ss_thumbnails/en-260120091417-fe6f88ec-thumbnail.jpg?width=640&height=640&fit=bounds)
Chap 6
- 1.
- 2. Chapter Questions • Howdo consumer characteristics influence buying behavior? • What major psychological processes influence consumer responses to the marketing program? • How do consumers make purchasing decisions? • How do marketers analyze consumer decision making? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 3. What Influences Consumer Behavior? •Cultural factors • Social factors • Personal factors Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 4. What is Culture? Cultureis the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 5. Subcultures • • • • Nationalities Religions Racial groups Geographic regions Copyright© 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 6. Fast Facts About AmericanCulture • The average American: • • • • chews 300 sticks of gum a year goes to the movies 9 times a year takes 4 trips per year attends a sporting event 7 times each year Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 7. Social Classes • • • • • • • Upper uppers Loweruppers Upper middles Middle Working Upper lowers Lower lowers Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 8. Characteristics of SocialClasses • Within a class, people tend to behave alike • Social class conveys perceptions of inferior or superior position • Class may be indicated by a cluster of variables (occupation, income, wealth) • Class designation is mobile over time Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 9. Social Factors • • • • Reference groups Family Socialroles Statuses Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 10. Reference Groups • • • • • Membership groups Primarygroups Secondary groups Aspirational groups Disassociative groups Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 11. Family Distinctions Affecting BuyingDecisions • Family of Orientation • Family of Procreation Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 12. Personal Factors • • • • Age Life cyclestage Occupation Wealth • • • • Personality Values Lifestyle Self-concept Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 13. Brand Personality • • • • • Sincerity Excitement Competence Sophistication Ruggedness Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
- 14. Lifestyle Influences • Multi-tasking •Time-starved • Money-constrained Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 15. Table 6.2 LOHAS(Lifestyles of Health and Sustainability) Market Segments • • • • • Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 16. Key Psychological Processes • • • • Motivation Perception Learning Memory Copyright© 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 17. Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guidedby subconscious motivations Behavior is driven by lowest, unmet need Behavior is guided by motivating and hygiene factors Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 18. Maslow’s Hierarchy ofNeeds • • • • • Physiological needs Safety needs Social needs Esteem needs Self-actualization needs Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 19. Perception • • • • Selective attention Selective retention Selectivedistortion Subliminal perception Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 20. Figure 6.4 ConsumerBuying Process • • • • • Problem recognition Information search Evaluation Purchase decision Postpurchase behavior Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 21. Sources of Information • • • • Personal Commercial Public Experiential Copyright© 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 22. Non-Compensatory Models ofChoice • Conjunctive • Lexicographic • Elimination-by-aspects Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 23. Perceived Risk • • • • • • Functional Physical Financial Social Psychological Time Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
- 24. Other Theories of ConsumerDecision Making Involvement • Elaboration Likelihood Model • Low-involvement marketing strategies • Variety-seeking buying behavior Decision Heuristics • Availability • Representativeness • Anchoring and adjustment Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
- 25. Mental Accounting • Consumerstend to… • • • • Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall