Chapter 6

Analyzing Consumer MarketsMarketing Concepts through Stories and Images

Hiyasmin Cherubai M. Neri

www.hiyasmincherubaineri.blogspot.com

Marketing Concepts

Influences of Consumer Behavior Cultural Social Personal

SubculturesNationalitiesReligionsRacial GroupsGeographic Regions

Social FactorsReference GroupsFamilySocial rolesStatuses

Concept 1 Concept 2

Concept 3

Marketing Concepts

Personal Factors

Age Self-concept Lifestyle Values Personality Life cycle stage Occupation Wealth

Key Psychological Behavior

MotivationPerceptionLearningMemory

Consumer Buying ProcessProblem Recognition Information Search Evaluation Postpurchase Behavior

Concept 4 Concept 5

Concept 6

Concept 1:

Cultural, Social, and Personal Factors

What Influences Consumer Behavior?

Consumer Behavior

A consumer’s behavior is influenced bythree main factors…

Cultural Factor = exposed values and environment

Social Factor = references affecting behavior

Personal Factor = characteristics affecting behavior

Personal

Social Cultural

Here’s a Venn Diagram about how one factor affects the other…

Consumer Behavior

In summary, all of these affect the consumer’s buying decision

In summary, all of these affect the consumer’s buying decision

Let me explain further…

Concept 2:

Subcultures

What are the subcultures?

1.Nationalities

2.Religions

3.Racial Groups

4.Geographic Regions

Cu

ltural Facto

rs

Concept 3:

Social Factors

The Social Factors are subdivided into four groups:

Consumer

Family

Statuses

Reference Groups

Social Roles

Concept 4:

Personal factors

What are the Personal Factors?

Self- ConceptHow do they view themselves?

What are Personal Factors?

AgeWhat are their critical life events at their age?

What are Personal Factors?

What are their current psychological life stages that matter?

Life Cycle

What are Personal Factors?

What are their consumptionPatterns due to their current Occupations?

Occupation

What are Personal Factors?

How much are they willing To spend?

Wealth

What are Personal Factors?

What are their traits andcharacteristics?

Personality

What are Personal Factors?

What are the things that they believein and are important to them?

Values

What are Personal Factors?

What would benefit them for their way of living?

Lifestyle

Concept 5:

Key Psychological Behavior

The consumer’s mind responds according to…

1. PerceptionHis interpretation of information

2. MotivationHis drive to act

3. LearningHis change in behavior due to experience

4. MemoryHis retention of experience and ideas

Concept 6:

Consumer Buying Process

Buying is tedious but we do it naturally (PIEPRPOST)

1. P- Problem Recognition 2. I- Information Search 3. E- Evaluation

4. PR-Purchase Decision5. POST- Postpurchase Behavior

REMEMBER THIS

What Hairstyle Should You Get?

A Story on Influences of Consumer Behavior

And An Application for the Consumer Buying Process

Problem Recognition

I need a new hair style!

These are the current trends I’ve read and heard about…

Information Search

Cultural Factors

Will they approve?What If…

SocialFactors

PersonalFactors

Evaluation

Purchase Decision

Voila!!!

Postpurchase Behavior

Summary

Consumer Behavior

PsychologicalKey Processes

Decision to buy or not

Understand Consumer Behavior in Developing or Selling A Product

Cultural, Social and Personal factors influence the consumer’s behavior

Cultural factors are divided into subcultures

Social factors are

Personal factors are

Understand Consumer Behavior in Developing or Selling A Product

Key Psychological processes are

The Consumer Buying Procecss consists of “PIPEPR POST”

Chapter 6

Analyzing Consumer MarketsMarketing Concepts through Stories and Images

All photos used in this presentation are courtesy of Google Images

Hiyasmin Cherubai M. Neri

www.hiyasmincherubaineri.blogspot.com