Post on 28-Nov-2014
description
Analyzing Consumer Markets
Jerold I. Saddi
April 26, 2012
Intro
1. What Influences Consumer behavior?2. What psychological process influence
consumer behavior?
Three Influences of Consumer Behavior
a. Cultural Factors
b. Social Factors
c. Personal Factors
A. Cultural Factors
a. Nationalities E.G. American, Filipino, British
a. ReligionsRoman Catholic, Orthodox, Muslims,
b. Racial GroupsE.G. Black, White, Asian
a. Geographic Regionsa. Asia, America, UK etc.
Social Factors
a. Reference Groups
b. Family
c. Social Roles
d. Statuses
b. Reference Groups
REFERENCE GROUPS
Membership
SecondaryDissociative
Primary
Aspirational
Personal Factors
AgeLife cycle
OccupationPersonality
Values
Lifestyle
Self-concept
Wealth
Psychological Process
MOTIVATIONFREUD’S THEORY
MASLOW’S HIERARCHY OF NEEDS
HERZBERG’S 2 FACTOR THEORY
PERCEPTION
SELECTIVE ATTENTION
SELECTIVE RETENTION
SUBLIMINAL PERCEPTION
SELECTIVE DISTORTION
LEARNING
MEMORY
Analyzing Consumer Markets
Jerold I. Saddi
April 26, 2012