Consumer Analysis

Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle, Sarah Hirschmann, Tyler Darke

BUS 306 – 01 Fundamentals of Marketing

September 26, 2013

1 Influence Overview

2 Product Introduction

3 Cultural Influences

4 Social Influences

5 Reflection

Agenda

Cultural: culture, subculture, social class

Social: groups and social networks, family, roles and

status

Personal: age and life-cycle stage, occupation, economic

situation, lifestyle, personality and self-concept

Psychological: motivation, perception, learning, beliefs

and attitudes

Influences on Consumer Behavior

Popular Well-Known Broad Range of Users Creative Successful Social Media Tool

Apple iPhone

Cultural Influences

Shape values

Determine human behavior

Different cultures have different values

American values: success, individualism,

freedom

Marketers look for cultural shifts

Culture

Subculture

Hispanic-American Consumers

African-American Consumers

Asian-American Consumers

Cross-Cultural Marketing

Appeals to consumer similarities across subcultures

rather than differences

Cultural Influences

Reference Groups

Serve as face-to-face or indirect points of comparison or reference

Marketers try to identify the reference groups of their target markets

Reference groups expose a person to New behaviors Lifestyles Influence the person’s attitudes Self-concept

Social Influences

Word-of-mouth influence

Powerful impact on consumer buying behavior

Recommendations from friends are more

credible than commercial sources

Most happen naturally

Social Influences

Family

Family members can strongly influence buyer

behavior

Roles and Status

Factor into purchasing decisions

Social Influences

Upper and Middle Class

Identify with luxurious and trendy products

Spend more money on products to maintain a distinct

class difference

Higher disposable incomes = More purchasing power =

Ability to purchase high-end products

Lower Class

Lower disposable incomes = Less purchasing power =

Inability to purchase high-end products

Social Classes

Online social networks

Blogs, social networking websites, other online communities

People socialize and share information and opinions

Social Networks

Cultural groups: form a basis of group identity

Social groups: act as a form of peer pressure

Marketers value this information when

deciding on a target market

Reflection

Darrell, E.  Forrester: iPhone App Users Young And Wealthy, Android

App Users Skew Older. TechCuhrch. Retrieved from http://

techcrunch.com/2012/09/26/forrester-iphone-app-users-

young- and-wealthy-android-app-users-skew-older/

Moreni, Edoardo. (2012). Building a Brand – The Apple Case,

Retrieved September 25, 2013, from

http://greatpreneurs.com/building-a- brand-the-apple-case/

Kotler, P., & Armstrong, G. (2013). Principles of Marketing (Ed.15)

(p. 140,141,143-145).Upper Saddle River, NJ: Prentice Hall

Letterrip.net.(2013). No Bad Days Family, Retrieved September 25,

2013, from http://www.letterrip.net/Family/Family%20Main

%20Page.htm

References