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