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Consumer Behavior

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					        Consumer Behavior
• ‗the study of why, when, where, and how
  people buy and consume products and
  services‖
        Consumer Behavior
• Market segments must be studied for
  behavior patterns, traits, needs, and wants
  the marketer can best respond to
• Examples: Go-Gurt; Soup at Hand, Nutri-
  Grain Cereal Bars; Quaker Oatmeal
  Express; Go Snacks; PoP‘ables; Nouriche
• Examples: Hagar Imperial Separates; Levis
  Tailored Classics
         Nature Or Nurture?
• Is your consumer behavior determined
  more by your inborn traits or your external
  environment?
• CB=f(Psychological Variables; Social
  Influences; Situational Variables)
Exhibit 2: Model of Consumer Behavior
       Psychological Influences
•   Type and Level of Motivation
•   Learned Responses
•   Attitudes (Derive from Beliefs)
•   Personality Traits
Maslow‘s Hierarchy of Needs
Personal Needs-Need for Esteem and Self-Actualization




                  Social Needs




                 Safety Needs




           Physiological Needs
               Personality
•   Personality Tests—MBTI (Myers-Briggs)
•   Psychographics—the study of lifestyles
•   Measured by ―AIO Inventories‖
•   A=Activities; I=Interests; O=Opinions
           Social Influences
•   Culture
•   Subculture
•   Social Class
•   Reference Groups
•   Family
                Culture
• Culture—‖the software of human beings‖
• America‘s cultural values—independence,
  conquering spirit, individuality,
  youthfulness
              Subculture
• ―a group within the larger culture whose
  members share some common beliefs,
  characteristics, or behavior patterns‖
• May be based on age, ethnicity, geography,
  religious beliefs, sexual preference, etc.
• Examples—Southerners, Southern
  Baptists, African Americans, Teenagers,
  Gays and Lesbians
     What determines a person‘s
           social class?
•   Income
•   Education Level
•   Occupation
•   Neighborhood or Dwelling Area
•   Family Name
        Social Classes In America
Relative size             Group        Some (abbreviated) characteristics

 1.5%                Upper-class      People from old wealthy families and
                                      socially prominent new rich...

                    Upper-middle
    12.5%
                       class

                    Lower-middle      Small business people, teachers,
        32%                           office workers, technicians--the
                       class*         typical white collar workers...

                    Upper-lower     The blue collar workers--factory
         38%
                 (“working”) class* workers, skilled laborers, and service
                                      people…most earn good incomes...

                     Lower-lower       Unskilled laborers and people in very
     16%
                        class          low status occupations
         * America’s “mass market”
 Characteristics and Attitudes of Middle
        versus Lower Classes

• Middle classes
  –   Plan and save for the future
  –   Analyze alternatives
  –   Feel they have opportunities
  –   Willing to take risks
  –   Confident about decision making
  –   Want long-run quality
      or value
 Characteristics and Attitudes of Middle
  versus Lower Classes (continued)

• Lower classes
  – Live for the present
  – "Feel" what is "best"
  – Feel controlled by the world
  – "Play it safe"
  – Want help with decision making
  – Want short-run satisfaction
Other Social Influences


            Reference Groups
            Reference Groups




             Opinion Leaders
Family Life Cycle

				
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posted:9/10/2011
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