Chapter 6 : Analyzing Consumer Markets
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Transcript of Chapter 6 : Analyzing Consumer Markets
1
Analyzing Consumer Markets
Rustie M. FidelAteneo Graduate School of
BusinessApril 8, 2011
Chapter 06 :
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Chapter Outline
Influences of Consumer Behavior Subcultures Social Factors Personal Factors Brand Personality Key Psychological Processes Motivation Perception Consumer Buying Process Perceived Risk
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Concept # 1
Influences of Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
I’m muslim! I don’t buy
that thing!
I want the LV bag! It’s the bag
of the ELITE!
I want that swimsuit!
That would fit my body!
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Concept # 2
Subcultures
Nationalities
Religions
Racial Groups
Geographic Regions
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Concept # 3
Social Factors
Reference Groups Family
Social Roles Statuses
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Concept # 4
Personal Factors
Age
Self Concept
Lifestyle
Values
Life Cycle Stage
Occupation
Wealth
Personality
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Concept # 5
Brand Personality
Sincerity Excitement
Sophistication Competence
Ruggedness
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Concept # 6
Key Psychological Processes
Motivation Perception
Learning Memory
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Concept # 7
Motivation
Freud’s Theory
Maslow’s Hierarchy
ofNeeds
Herzberg’sTwo-Factor
Theory
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Concept # 8
Perception
Selective Attention
Selection Retention
Subliminal Perception
Selective Distortion
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Concept # 9
Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision Post Purchase behavior
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Concept # 10
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
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