Psycho
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The video discusses psychographics, which is the study of personality, values, opinions, attitudes, interests and lifestyle to understand customer segments. It identifies 7 common customer types - Belongers, Achievers, Emulators, Socially Conscious, Balanced, Needs-Driven. Methods to determine psychographics include surveys and focus groups. Tactics like targeting emotions and exclusivity can be used in psychological marketing. Effective use of psychographics requires understanding customer segments and applying the data to deeply connect with target markets.
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This document provides insights from research conducted on Chobani Greek yogurt among college students. Cultural insights found Greek yogurt has become trendy due to health trends and media portrayal. Consumer insights identified segments including frequent and occasional yogurt eaters. Product insights found health and flavors appeal to consumers, while packaging impacts gender perceptions. A quantitative survey assessed awareness, nutrition importance, and community involvement. A creative brief targets college students to believe Chobani is a community rather than just a brand.
chapter6consumermarketsandconsumerbuyerbehavior-160309133938.pptx
This document discusses consumer buying behavior and the factors that influence it. It describes the stimulus-response model of how marketing influences consumer choices and purchases. Key factors affecting consumer behavior are cultural, social, personal, and psychological characteristics. These include subcultures, social class, groups, family, age, lifestyle, personality, motivation, perception, learning, and beliefs. The stages of the consumer decision process are need recognition, information search, evaluation, purchase decision, and post-purchase behavior. New products go through awareness, evaluation, interest, trial, and adoption stages. Consumer innovativeness and new product characteristics also impact adoption rates.
consumer markets and consumer buyer behavior.ppt
This document discusses consumer buying behavior and the consumer decision-making process. It identifies key factors that influence consumer behavior such as cultural, social, personal, and psychological characteristics. It also outlines the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it examines differences in the decision process for new products and adoption of innovations across various consumer groups.
Factor affecting consumer behavior
This document discusses four main factors that affect consumer behavior: cultural factors, social factors, personal factors, and psychological factors. It provides details on the characteristics within each factor, including how culture, subcultures, social class, reference groups, family, roles, age, occupation, economic situation, lifestyle, personality, motivation, perception, learning, beliefs, and attitudes can influence consumer decisions. The document also describes different types of buying decision behaviors.
unit 3 marketing
This document provides an overview of consumer behavior and the consumer buying decision process. It discusses key concepts such as who consumers and customers are, factors that influence consumer behavior like cultural, social, personal and psychological factors. It also outlines the typical consumer buying decision process from need recognition to post-purchase evaluation. The document examines different types of buying decisions and models of consumer behavior. Finally, it briefly discusses business buyers and the organizational buying process.
Consumer and Business Behavior Ch. 6&7 net.ppt
Consumer behavior involves the processes consumers use to purchase, use, and dispose of goods and services. It is influenced by cultural, social, psychological, and individual factors. The consumer decision making process involves problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Understanding these factors is important for marketers to influence consumer decisions and maximize profits.
Fall 2014 3700 Ad Strategy 1
This document discusses planning for an advertising campaign. It addresses questions to consider about the business, target audience, and competitors. It examines how cultural factors can influence consumer behavior. It also discusses positioning a brand by conveying how it can fulfill people's physiological, safety, social, esteem, and self-actualization needs. Finally, it notes the importance of understanding whether the target audience thinks, feels or acts in a high or low involvement manner when obtaining information.
factors affecting retail consumer decisions
The various factors which influences the retail consumers are discussed in the presentation. various factors like culture, personal, psychological factors etc., are explained in this ppt.
Consumer decision making process final
Consumer decision making involves a process where consumers identify their needs, gather information about alternatives, evaluate options, and make a purchase decision. This process is influenced by psychological, economic, and environmental factors. There are three main types of consumer buying decisions - routine response behavior for everyday low-involvement purchases, limited decision making for moderate-involvement purchases, and extensive decision making for high-involvement purchases. A consumer's decision making process typically involves need recognition, information search, and leads to a purchase and post-purchase evaluation.
The Art & Science of Retaining Digital Donors (AFP IL 2019)
https://bloomerang.co/resources/speaking/
Retention is your most important fundraising strategy, and your online donors are seriously at risk. Among all your donors, they are the least likely to renew their gifts – unless you take specific, creative steps to engage and thank them.
This session will help you discover how to maximize the retention rates of your digital donors. We will examine the attributes of online donors, and outline the retention strategies that work best for this slice of your donor database.
Learning Outcomes:
Understand what makes online donors tick (their habits, patterns, likes and dislikes)
Learn how to formulate a retention strategy for online donors
Understand best practices in digital communications, including email gift acknowledgement and social media content.
Consumer Behaviour.pdf
This chapter discusses consumer buyer behavior and marketing concepts. It introduces a model of consumer behavior that is influenced by marketing stimuli and other factors such as cultural, social, personal and psychological characteristics. It also outlines the stages of the buyer decision process, including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it describes different types of buying decision behaviors such as complex, dissonance-reducing, habitual, and variety-seeking.
Marketing management topic 3
This document discusses consumer buying behavior and decision making. It covers key topics such as factors influencing consumer behavior like cultural, social, personal and psychological factors. It also discusses the buyer decision process, including problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Additionally, it covers customer satisfaction and the role of marketing in influencing the consumer buying process.
Consumer markets and consumer buyer behavior
This document discusses consumer buying behavior and the factors that influence it. It describes the stimulus-response model of consumer behavior and identifies key cultural, social, personal, and psychological characteristics that affect consumer decisions. These include cultural and social class factors, membership in reference groups, roles and statuses, demographics, lifestyle, personality and motivation. It also outlines the five stages of the buyer decision process - need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it examines new product adoption and the influence of product characteristics and consumer innovativeness.
Consumer decision making process.ppt by aliraza afzal
Consumer behavior involves the actions people take when purchasing and using products and services. It is influenced by psychological and sociocultural factors. The consumer purchase decision process involves 5 stages - problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Motivation, personality, perception, learning, values, beliefs and attitudes shape consumer behavior. Sociocultural influences include personal influences like opinion leaders, reference groups, family, social class, culture and subcultures. Specific subcultures like African Americans, Hispanics and Asians in the US exhibit distinct buying patterns influenced by their unique values, ideas and attitudes.
Week 5 6
This chapter discusses consumer buyer behavior and the factors that influence it. It introduces a model of consumer behavior that is impacted by marketing stimuli and other forces. It then describes the key characteristics affecting consumer behavior, including cultural, social, personal, and psychological factors. It outlines the major types of buying decision behaviors and stages in the buyer decision process for regular and new products. It concludes with a discussion of international differences in consumer behavior.
Consumer decision making process.ppt by aliraza afzal 1
Consumer behavior involves the actions people take when purchasing and using products and services, including the mental and social processes that precede and follow these actions. There are five stages in the consumer purchase decision process: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Psychological influences on consumer behavior include motivation, personality, perception, learning, and attitudes shaped by values and beliefs. Sociocultural influences come from personal influences like reference groups and family, as well as social class, culture, and subcultures which have unique buying patterns.
Dr Matthew Cullen's Presentation at Mumbrella's Health Marketing Summit
Dr Matthew Cullen, Managing Director, Tonic Health Media, Presented 'The Point of Care Environment as a Marketing Channel in Healthcare – Local and US Lessons'.
Similar to Psycho (20)
chapter6consumermarketsandconsumerbuyerbehavior-160309133938.pptx
chapter6consumermarketsandconsumerbuyerbehavior-160309133938.pptx
The Art & Science of Retaining Digital Donors (AFP IL 2019)
The Art & Science of Retaining Digital Donors (AFP IL 2019)
Consumer decision making process.ppt by aliraza afzal
Consumer decision making process.ppt by aliraza afzal
Consumer decision making process.ppt by aliraza afzal 1
Consumer decision making process.ppt by aliraza afzal 1
Dr Matthew Cullen's Presentation at Mumbrella's Health Marketing Summit
Dr Matthew Cullen's Presentation at Mumbrella's Health Marketing Summit
Psycho
- 3. What are Psychographics? • The study of: Personality Values Opinions Attitudes Interests Lifestyle
- 5. Belonger • Community • 40% -- United States • Not fond of change • Conservative • Stick to certain brands
- 6. Achiever • Workaholic • 5-7%--United States • Control 95% of American money • Thirst for wealth and power • Independence and Reputation • Latest tech
- 7. Emulator (Wanna-be) • Tries to be the Achiever • Buys fake luxury items • Like to resemble celebrities • Low self-esteem • <30 years old
- 8. Socially Concious • Environmentally-friendly • Support charities • Type A Optimist about the world's future • Type B No faith in society
- 9. Balanced • Achievers with a socially conscious mind Goal is to make the world a better place • Type A Spend money on what makes them feel redeemed • Type B Donate money to charities
- 10. Needs-driven • 'Poor' • Rational shopping • Offers/coupons
- 11. Determining a Group's Psychographics
- 12. Methods • Personal observation • Employee observation • Oral interviews • Written surveys • Focus groups
- 14. Tactics • Emotions • Flaws • Reposition competition • Promote exclusivity • FUD Fear Uncertainty Doubt
- 16. Targeting Model • Bull's-eye (center) What relates directly to the target market • The Second Tier (middle layer) What relates indirectly to the target market • The Third Tier (outer layer) Not related to target market, yet in some form is oriented towards it
- 18. Changing the Internet... • Experience becomes more about the consumer • Change it's appearance for the consumer • Tapping into social and mobile
- 19. Conclusion • Getting the psychographic data is important, but really applying it to marketing is how it is made effective • Going beyond the demographics of the consumer and really understanding their psychographics will provide valuable data that can differentiate marketing from the competitors • Create a deeper connection with your target market “Hey, that company really gets me”