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Consumer BehaviorConsumer Behavior
Harcourt, Inc.
Lec. 2
Factors Influencing Consumer Behavior
Ó Copyright 1999 Prentice Hall
5-35-3
Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:
Social Class• People within a social class tend to exhibit similar buying behavior.
• Occupation
• Income
• Education
• Wealth
Social Class• People within a social class tend to exhibit similar buying behavior.
• Occupation
• Income
• Education
• Wealth
• Most basic cause of a person's • wants and behavior.
• Most basic cause of a person's • wants and behavior.
Subculture• Groups of people with shared value systems based on common life experiences.
Subculture• Groups of people with shared value systems based on common life experiences.
Culture
1-4
Cultural InfluencesCultural Influences
• Culture:– The values,
ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society.
• Culture:– The values,
ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society.
• Culture is learned and transmitted from one generation to the next.
• Culture is learned and transmitted from one generation to the next.
1-5
Cultural InfluencesCultural Influences
• Socialization:– The process of
absorbing a culture
• Socialization:– The process of
absorbing a culture
• Consumer Socialization:– When socialization
is applied to marketing and consumer behavior.
• Consumer Socialization:– When socialization
is applied to marketing and consumer behavior.
1-6
ValuesValues
• Values:– Shared beliefs or cultural norms about
what is important or right.
Cultural values directly influence how
Consumers view and use individual
products, brands, and services.
1-7
ValuesValues
• The List of Values (LOV):• Self-respect
• Warm relationships
• Self-fulfillment
• Sense of belonging
• Respect from others
• Excitement
• Security
• Sense of accomplishment
• Fun and enjoyment in life
• The List of Values (LOV):• Self-respect
• Warm relationships
• Self-fulfillment
• Sense of belonging
• Respect from others
• Excitement
• Security
• Sense of accomplishment
• Fun and enjoyment in life
1-8
SubculturesSubcultures
– The norms and values of specific groups or subcultures within a society.
1-9
SubculturesSubcultures
• Demographic characteristics used to identify subcultures:
– Nationality - Hispanics, Italians
– Race - African-American, American Indian, Asian
– Region - New England, the South
– Age - Elderly, teenager
• Demographic characteristics used to identify subcultures:
– Nationality - Hispanics, Italians
– Race - African-American, American Indian, Asian
– Region - New England, the South
– Age - Elderly, teenager
1-10
Social Class InfluencesSocial Class Influences
• Social Classes:– Relatively homogeneous divisions
within a society that contain people with similar values, needs, lifestyles, and behavior.
• Social Classes:– Relatively homogeneous divisions
within a society that contain people with similar values, needs, lifestyles, and behavior.
Ó Copyright 1999 Prentice Hall
5-115-11
Factors Affecting Consumer Behavior:Social Factors Affecting Consumer Behavior:Social
Groups
• Membership
• Reference
Groups
• Membership
• Reference
Family• Husband, wife, kids• Influencer, buyer, user
Family• Husband, wife, kids• Influencer, buyer, user
Roles and StatusRoles and Status
Social FactorsSocial Factors
1-12
• Reference Groups:– Those others look to for help and
guidance including friends, co-workers, and others.
• Reference Groups:– Those others look to for help and
guidance including friends, co-workers, and others.
1-13
Family Influences and the Family Life CycleFamily Influences and the Family Life Cycle
• Family influences play two important roles in:
– The socialization of people.
– Affecting individual purchase decisions.
• Family influences play two important roles in:
– The socialization of people.
– Affecting individual purchase decisions.
1-14
• Family Life Cycle:– The sequence of steps a family goes through:
• From young, to
• Single adults, to
• Married couples whose children have left home, to
• The retired survivor
• Family Life Cycle:– The sequence of steps a family goes through:
• From young, to
• Single adults, to
• Married couples whose children have left home, to
• The retired survivor
Family Influences and the Family Life CycleFamily Influences and the Family Life Cycle
Thanks a lot & see you
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