chapter 6 : analyzing consumer markets

1

Analyzing Consumer Markets

Rustie M. FidelAteneo Graduate School of

BusinessApril 8, 2011

Chapter 06 :

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Chapter Outline

Influences of Consumer Behavior Subcultures Social Factors Personal Factors Brand Personality Key Psychological Processes Motivation Perception Consumer Buying Process Perceived Risk

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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!

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Concept # 2

Subcultures

Nationalities

Religions

Racial Groups

Geographic Regions

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Concept # 3

Social Factors

Reference Groups Family

Social Roles Statuses

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Concept # 4

Personal Factors

Age

Self Concept

Lifestyle

Values

Life Cycle Stage

Occupation

Wealth

Personality

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Concept # 5

Brand Personality

Sincerity Excitement

Sophistication Competence

Ruggedness

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Concept # 6

Key Psychological Processes

Motivation Perception

Learning Memory

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Concept # 7

Motivation

Freud’s Theory

Maslow’s Hierarchy

ofNeeds

Herzberg’sTwo-Factor

Theory

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Concept # 8

Perception

Selective Attention

Selection Retention

Subliminal Perception

Selective Distortion

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Concept # 9

Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision Post Purchase behavior

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Concept # 10

Perceived Risk

Functional

Physical

Financial

Social

Psychological

Time

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