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Chapter six
This document discusses factors that influence consumer buying behavior, including cultural, social, and personal factors. It analyzes how culture, subcultures, family, social roles, and reference groups shape consumer decisions. On a personal level, it examines how age, values, life cycle stage, occupation, personality, self-concept, wealth, and lifestyle all affect what consumers buy. Key psychological processes like perception, motivation, learning, and memory are also summarized in how they guide consumer responses to marketing. Models of consumer decision making and the perceived risks involved are presented.
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Chapter six
- 1. 6 Dr. ShahzadAhmad Khan Assistant Professor In-charge Undergraduate (FMS) Email: shahzad.ahmad@riphah.edu.pk Riphah School of Leadership Faculty of Management Sciences Riphah International University Islamabad CHAPTER :6 Analyzing Consumer Markets
- 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?
- 5. What is Culture? Cultureis the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
- 8. What are thesubcultures? 1.Nationalities 2.Religions 3.Racial Groups 4.Geographic Regions CulturalFactors
- 10. The Social Factorsare subdivided into four groups: Consumer Family Status es Reference Groups Social Roles
- 11.
- 12. What are thePersonal Factors? Self- Concept How do they view themselves?
- 13. What are PersonalFactors? 21 y.o Age What are their critical life events at their age?
- 14. What are PersonalFactors? What are their current psychological life stages that matter? Life Cycle
- 15. What are PersonalFactors? What are their consumption Patterns due to their current Occupations? Occupation
- 16. What are PersonalFactors? How much are they willing To spend? Wealth
- 17. What are PersonalFactors? What are their traits and characteristics? Personality
- 18. What are PersonalFactors? What are the things that they believe in and are important to them? Values
- 19. What are PersonalFactors? What would benefit them for their way of living? Lifestyle
- 20. 21 y . o In summary, allof these affect the consumer’s buying decision
- 21.
- 22. The consumer’s mindresponds according to… 1. Perception His interpretation of information 2. Motivation His drive to act 3. Learning His change in behavior due to experience 4. Memory His retention of experience and ideas
- 23. Perception Selective Attention means thatmarketers must work hard to attract consumers’ notice. Subliminal Perception The selective perception mechanisms require consumers’ active engagement and thought. Selective Retention we do retain information that supports our attitudes and beliefs Selective Distortion is the tendency to interpret information in a way that fits our preconceptions.
- 24. Motivation Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy ofNeeds Behavior is driven by the lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors
- 25.
- 26. Figure 6.5 SuccessiveSets Involved in Consumer Decision Making
- 27.
- 28. Figure 6.7 HowCustomers Use and Dispose of Products
- 29. Figure 6.1 Model ofConsumer Behavior
- 30.
Editor's Notes
- #28 A consumer’s decision to modify, postpone, or avoid a purchase decision is heavily influencedby one or more types of perceived risk:1. Functional risk—The product does not perform to expectations.2. Physical risk—The product poses a threat to the physical well-being or health of the useror others.3. Financial risk—The product is not worth the price paid.4. Social risk—The product results in embarrassment in front of others.5. Psychological risk—The product affects the mental well-being of the user.6. Time risk—The failure of the product results in an opportunity cost of finding another satisfactory product.