SFU-SQA PROFESSIONAL

DIPLOMA
PROFESSIONAL DIPLOMA IN BRAND AND MARKETING
COMMUNICATION

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Module 2- Brand and Marketing
Communication
Topic – Understanding Consumer

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THE CONSUMER BLACK BOX
Factors Affecting Consumers’ Decisions

•Cultural
• Social
• Personal
• Psychological

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 Factors Affecting Consumers’ Decisions

Culture
Mainstream culture, Subcultures
Social class
Core values Vs. Secondary Values

Myths – traditional myths, popular culture (sci-fi, fairy tales, movies - Korean)
Rituals – gift giving, holiday rituals, rites of passage
Sacred Consumptions – places, people, events

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Sub-Cultures

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Cultural Factors
1. What are the societal values/ what is valued in the society?
2. Aesthetics
3. Superstitions & beliefs
4. Is there a demand for the category?
5. What are the purchasing behaviors?
6. What are the consumption behaviors?
7. How is value evaluation affected by the culture?
8. Is market education required?

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Social Classes

1. Lower lowers
2. Upper lowers
3. Working class
4. Middle class
5. Upper middles
6. Lower uppers
7. Upper uppers

(Coleman, 1983, cited in Kotler et al., 2009, p. 161)

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Factors Affecting Consumers’ Decisions

Social

• Family
• Reference groups - opinion leaders
• Roles & Statuses

Social ‘Norms’ - conformity

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Social ‘Norms’ – Conformity
Reference Groups
Membership (Formal – Secondary
/ Informal – Primary )
Aspirational Groups, Dissociative groups
+ Conformity
•Cultural pressures, Fear of deviance, Commitment

•Group unanimity, Susceptibility to interpersonal influence

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 Factors Affecting Consumers’ Decisions

Personal
Age
Stage in the life cycle
Gender
Religion
Occupation
Income level
Self-concept

Dave soap challenges Western society’s

“young is beautiful” stereotype.

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Self-Concept - how a person sees him/herself
Physical, psychological, social

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MASLOW’S HIERARCHY

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 Factors Affecting Consumers’ Decisions

Psychological
Personality
Perceived Risks
Perception
Learning – change in behavior, may or maybe not be a
conscious effort
Motivation

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 Psychological Factors

Personality
Self-confidence
Dominance
Autonomy
Sociability
Adaptability

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BRANDASSET VALUATOR ARCHETYPES

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Psychological : Perceived Risks

1. Performance
2. Safety
3. Financial
4. Social
5. Esteem
6. Time

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 Psychological: Perceptions

Selective attention
- Notice current needs,
- Notice something they anticipate
- Notice something not “normal”

Selective distortion - brand effect

Selective retention - remember good points about products we

like and forget about competitors. Brand effect also applies here.

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AN OVERVIEW OF THE PERCEPTUAL PROCESS

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TACTILE-QUALITY ASSOCIATIONS

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 Psychological

Learning:
Classical condition: dogs,
Operant conditioning: rats
Observational learning: monkey
Cognitive learning

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AN ASSOCIATIVE NETWORK FORPERFUMES

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 1. Need Recognition
(Internal + External)

2. Information Search
(Internal + External)
Cultural, Social,
Individual and 3. Evaluation of Alternatives
Psychological (Criteria, competitors)
Factors
4. Purchase and related purchases
(Cross-sell, up-sell)

5. Post-purchase Behavior
Criteria

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 Post-purchase Cognitive Dissonance

Problem
Recognition
Information
Search

Evaluation of
Alternatives
Purchase

Post-purchase
Evaluation/
Theory
Behaviors
Complications

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 INTERNAL
Memory
Thinking

EXTERNAL
Word-of-mouth, media,
store visits, trial

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Search Qualities
Experience Qualities
Credence Qualities