Professional Documents
Culture Documents
Chapter Objectives
How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? How do marketers analyze consumer decision making?
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Why do we buy salt from a local shop while a shirt from a mall?????
Salt No difference in quality product comes from the same source to both Easy accessibility Low involvement Not long Lasting It is not a matter of personal choice . Shirt Difference in quality comes from different sources Not easily available everywhere High involvement Matter of personal choice Status symbol Long lasting
Though the consumer is the same but behavior varies in different situations therefore
Acquiring
Receiving, Finding, Inheriting, Producing, Purchasing
Consuming
Individuals or Groups Products Services Ideas Experiences Collecting, Nurturing, Cleaning, Preparing,Evaluating, Serving, Displaying, Storing,Wearing, Sharing,
Disposing
Giving, Throwing away, Recycling, Depleting
Rethinking Marketing
The rules of the game have changed..
(HBSP Article)
Helps in selecting right target market: Eg. Using kids to market instant food like maggie Helps in Marketing mix decisions: Eg. Nano integrates all its 4Ps to give a low cost model to its consumers Used in social and non profit marketing : Eg. Polio awareness camps use mass appeal to maximize reach
Metrosexual Straight urban man who enjoys shopping and using grooming products
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Social Factors
Personal Factors
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I. Culture
The fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions
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Subcultures
Nationalities Religions Racial groups Geographic regions
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Social Classes:
Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers
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Reference groups
Family
Social roles
Status
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1. Reference Groups
Membership groups
Primary groups Secondary groups
Aspirational groups
Dissociative groups
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2. Family
Family of Orientation Religion Politics Economics
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Occupation
Wealth
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Brand Personality
Sincerity
Excitement Competence
Sophistication
Ruggedness
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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
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Motivation
Perception
Learning
Memory
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Motivation
Freuds Theory Behavior is guided by subconscious motivations Maslows Hierarchy of Needs Behavior is driven by lowest, unmet need
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Perception
Selective Attention
Selective Retention
Selective Distortion Subliminal Perception
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Learning
Drive Cues Responses Reinforcement
Sources of Information
Personal Commercial
Public
Experiential
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Successive Sets
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