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Training Presentation
Analyzing Consumer Markets
Jerold I. SaddiApril 26, 2012
Intro1. What Influences Consumer behavior?2. What psychological process influence consumer behavior?
Three Influences of Consumer BehaviorCultural Factors
Social Factors
c. Personal Factors
A. Cultural FactorsNationalities
E.G. American, Filipino, BritishReligions
Roman Catholic, Orthodox, Muslims, Racial Groups
E.G. Black, White, AsianGeographic Regions
Asia, America, UK etc.
Social Factorsa. Reference Groups
b. Family
c. Social Roles
d. Statuses
b. Reference GroupsREFERENCE GROUPSMembership SecondaryDissociativePrimaryAspirational
Personal FactorsAgeLife cycleOccupationPersonalityValuesLifestyleSelf-conceptWealth
Psychological Process
MOTIVATIONFREUDS THEORYMASLOWS HIERARCHY OF NEEDSHERZBERGS 2 FACTOR THEORY
PERCEPTION
SELECTIVE ATTENTIONSELECTIVE RETENTIONSUBLIMINAL PERCEPTIONSELECTIVE DISTORTION
LEARNING
MEMORY
Analyzing Consumer Markets
Sherwin LabradorApril 26, 2012
CONSUMER CHARACTERISTICSRepresented by FamilyGrandparents/CulturalSiblings/SocialParents/Personal
CONSUMER PSYCHOLOGYRepresented by Friends, School, Organization, etc
School/PerceptionFriends/MotivationTeacher/LearningMedia/Memory
Consumer PsychologyConsumer CharacteristicsMODEL OF CONSUMER BEHAVIORMarketing & other StimuliBuying & Purchase Decision
Analyzing
Consumer Markets
Tonet VirayApril 27, 2012
HOW DO CONSUMER CHARACTERISTICS INFLUENCE BUYING BEHAVIOR?WHAT PSYCHOLOGICAL PROCESSES INFLUENCE CONSUMER RESPONSES TO THE MARKETING PROGRAM? HOW DO CONSUMER MAKE PURCHASING DECISIONS?HOW DO MARKETERS ANALYZE CONSUME DECISION MAKING
Outline:
CHAPTER QUESTIONS
A) Cultural Facotrs
B) Social Factors
C) Personal Factors
1. What influences
Consumer Behavior?
A.1 NATIONALITIES
A.2 RELIGIONS
A.3 RACIAL GROUPS
A.4 GEOGRAPHIC REGIONSA. Subcultures
B.1 Reference groups
B.2 Family
B.3 Social
B.4 STATUS
B. Social Factors
1 MEMBERSHIP GROUPS
2 PRIMARY GROUP
3 SECONDARY GROUPS
4 ASPIRATIONAL
5 DISSOCIATIVE B.1 REFERENCE GROUPS
AGE
SELF CONCEPT LIFE CYCLE STAGE
LIFESTYLE OCCUPATION
VALUE PERSONALITY WEALTH C. PERSONAL FACTORS
SINCERITY
EXCITEMENT
COMPETENCE
SOPHISTICATION
RUGGEDNESS
BRAND PERSONALITY
MODEL OF CONSUMER BEHAVIORCONSUMER PSCYHOLOGYCONSUMER CHARACTERISTICSMARKETING STIMULIAND OTHER STIMULIBUYING DECISION PROCESSPURCHASE DECISION
MOTIVATION PERCEPTION
LEARNING MEMORYKEY PSYCHOLOGICAL PROCESSES
FREUDS THEORY
SUBCONSCIOUS MOTIVATIONS
MOTIVATION
MASLOWS HIERARCHY OF NEEDS
MOTIVATION
HERZBERGS TWO FACTOR THEORY
MOTIVATOR HYGIENEFACTORS
MOTIVATION
SELECTIVE ATTENTION
SELECTIVE RETENTION
SELECTIVE DISTORTION
SUBLIMINAL PERCEPTION
PERCEPTION
PROBLEM RECOGNITION
INFORMATION SEARCH
EVALUATION
PURCHASE DECISION
POSTPURCHASE BEHAVIORCONSUMER BUYING PROCESS
TOTAL SET
AWARENESS SET
CONSIDERATION SET
CHOICE SET
DECISION SUCCESSIVE SETS INVOLVED IN CONSUMER DECISION MAKING
JEROLD I. SADDISHERWIN LABRADORMAYNARD ANTHONY CRUZMARY ANTONETTE VIRAYGroup 5