Customers Perception:

Internal Factors influencing the consumer perception:

Motives
A motive is an internal energizing force that orients a person's activities toward
satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can identify
motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!

•Physiological
•Safety
•Love and Belonging
•Esteem
•Self Actualization
Need to determine what level of the hierarchy the consumers are at to determine
what motivates their purchases.
 Habits
Consumer Buying Habits: The luxury goods manufacturers and
retailers were battered and bruised this recession, with many of them
resorting to unprecedented offers and discounts to lure customers and to
clear the stock. With time, consumers got used to buying luxury goods
on offer and they began to expect just that – if they could wait for a
while more and postpone their buying decision, offers would abound
and goods would be given away at throw-away prices! The resultant
procrastination in buying bit the retailers even harder.
Consumer lifestyle analysis:
Consumer Lifestyles
The behavioral differences between two
prospects reflect lifestyle patterns that do
not show up in demographic data
The purpose of exploring lifestyles is to
obtain more precise pictures of how
consumers think and act than may be
available from demographics alone
Defining Consumer Lifestyle
Lifestyle is a group phenomenon
Lifestyle influences many aspects of
behavior
Lifestyle implies a central life interest
Lifestyles vary according to
sociologically relevant variables
Consumer Lifestyles and
Product Constellations
A useful indicator of lifestyle is the
groups of products or product
constellations used by consumers
Marketers can identify segments of
consumers who tend to use the same
goods and services—an indication that
they share a similar lifestyle
 Influence of Major Life Events
On Consumption-Related Lifestyles
And Patronage Preferences
Psychographics
 Psychographics is the attempt to analyze and measure lifestyle
 Personality traits and concept of self
 Attitudes toward product classes and toward brands
 Activities, interests, and opinions
 Value systems
 Goods and services consumed
 Media use patterns
Marketing Applications of Psychographics
Identify consumer types or market
segments
Uncover attitudes, interests, and opinions
(AIOs) of segment members
Psychographic information is much more
useful to marketers than demographic
information alone
Applying the Lifestyle
Concept to Marketing
Marketing plan development
Media selection
Creative strategy formulation
Product positioning
Retail strategy development