the consumer audience chapter 5. 2 chapter outline i.how does consumer behavior work? ii.cultural...
TRANSCRIPT
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Chapter Outline
I. How Does Consumer Behavior Work?
II. Cultural and Social Influences on Consumer Decisions
III. Psychological Influences that Motivate Consumers
IV. Behavioral Influences on Consumer Decisions
V. The Consumer Decision Process
VI. Segmenting and Targeting
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How Does Consumer Behavior Work?
• Consumer behavior
– Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors
• Influences on Consumer Decision Making (figure 5.1, p. 127)
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Cultural and Social Influences
Culture
Tangible items and intangible concepts that together define a group of people or a way of life
Social Class
The position a person and his/her family hold within society
Reference Groups
A group of people who are used as a guide for behavior in specific situations
Family
Two or more people who are related by blood, marriage, or adoption and live in the same household
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Cultural and Social Influences
Demographics
• The statistical, personal, social, and economic characteristics that describe a population
Characteristics• Age• Sexual
orientation• Race and
ethnicity• Occupation• Income• Geography
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Psychological Influences
Perception/State of Mind
• Affects how people perceive information as well as determines the particular pattern of consumer behavior
Motivations
• Internal forces that stimulate people to behave in a particular manner
• Produced by the tension caused by an unfulfilled need
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Psychological Influences
Attitudes and Values
• Attitudes impact motivations
• Influence how consumers evaluate products, institutions, retail stores, and advertising
Personality
• Distinctive characteristics that make people or brands individual
• Brand personalities make them distinctive from their competitors
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Psychological Influences
Psychographic Influences
• Lifestyle and psychological characteristics that have a bearing on how people make decisions
Psychographics
• Lifestyles
– Looks at the ways people allocate time, energy, and money
• The VALS system
– Lifestyle profiles that collectively reflect a whole culture
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• An example is SRI International’s Values and Lifestyle System (VALS).
• VALS 2 arranges groups by resources and self-orientation (principle, status, or action oriented)
Combining All the Personal Factors: Psychographics
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Behavioral Influences
• Usage behavior– How much of a product category or brand
customers buy.
• Innovation and adoption– How willing people are to be innovative
and try something new
• Consumer Categories based on Product Usage (Table 5.4, p. 144)
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Segmenting and Targeting
• Segmenting
– Dividing the market into groups of people who have similar characteristics in certain key product-related areas
– Figure 5.9 (p. 149)
– Sociodemographic segments: age + lifestyle differences
– Niche markets
• Narrowly defined group by some distinctive trait
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Segmenting and Targeting
• Market segmentation Strategy– Assumes that the best way to sell is to recognize
differences within the broad market and adjust strategies and messages accordingly
• Market aggregation strategy– When planners purposefully use one marketing
strategy that will appeal to as many audiences as possible
• Targeting– Identifying the group that might be the most
profitable audience