Professional Documents
Culture Documents
Chapter
5-2
5-3
Economic
Technological Political Cultural
Product Choice
Brand Choice Dealer Choice
Buyers Response
Purchase Timing
Purchase Amount
5-4
Social
Personal Psychological
Buyer
5-5
Social Class
People within a social class tend to exhibit similar buying behavior.
Occupation
Hispanic Consumers
African American Consumers Asian American Consumers Mature Consumers
5-6
Social Factors
5-7
Lifestyle Identification
Activities Opinions
Interests
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VALS 2
Actualizers
Principle Oriented Status Oriented
5-8
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
Minimal Resources
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5-9
Psychological Factors
Perception
Learning
Copyright 1999 Prentice Hall
5-10
Esteem Needs
(self-esteem, status) Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
5-11
High Involvement Significant differences between brands Few differences between brands
Low Involvement
5-12
Evaluation of Alternatives
Purchase Decision Postpurchase Behavior
Copyright 1999 Prentice Hall
5-13
Internal Stimuli
Hunger
Thirst
A persons normal needs
External Stimuli
TV advertising
Magazine ad
Radio slogan
5-14
Family, friends, neighbors Most influential source of information Advertising, salespeople Receives most information from these sources Mass Media Consumer-rating groups Handling the product Examining the product Using the product
Public Sources
Experiential Sources
5-15
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Based on what Im looking for, how satisfied would I be with each product?
Evaluation Procedures
Choosing a product (and brand) based on one or more attributes.
Copyright 1999 Prentice Hall
5-16
Attitudes of others
Purchase Decision
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5-17
Satisfied Customer!
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Dissatisfied Customer
Cognitive Dissonance
5-18
Adoption of Innovations
5-19
Percentage of Adopters
Late Majority
Early Adopters
13.5%
34%
34%
Laggards
16%
2.5%
Early
5-20
Relative Advantage
Is the innovation superior to existing products?
Divisibility
Can the innovation be used on a trial basis?
Product Characteristics
Compatibility
Does the innovation fit the values and experience of the target market?
Complexity
Is the innovation difficult to understand or use?