1

6
Analyzing
Consumer
Markets
 What Influences
Consumer Behavior?

Cultural
Cultural Factors
Factors

Social
Social Factors
Factors

Personal
Personal Factors
Factors

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 What is Culture?

Culture is the fundamental determinant of a

person’s wants and behaviors acquired
through socialization processes with family
and other key institutions.

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 Subcultures

Nationalities
Nationalities

Religions
Religions

Racial
Racial groups
groups

Geographic
Geographic regions
regions

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 Social Classes
Upper uppers

Lower uppers

Upper middles

Middle

Working

Upper lowers

Lower lowers

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 Social Factors

Reference
Family
groups

Social
Statuses
roles

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 Reference Groups

Membership
Membership groups
groups

Primary
Primary groups
groups

Secondary
Secondary groups
groups

Aspirational
Aspirational groups
groups

Dissociative
Dissociative groups
groups
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 Family Distinctions
Affecting Buying Decisions

 Family of Orientation
 Family of Procreation

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 Roles and Status

What degree of status is

associated with various
occupational roles?

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 Personal Factors

Age
Self- Life cycle
concept stage

Lifestyle Occupation

Values Wealth
Personality

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 Age and Stage of Lifecycle

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 Occupation and Economic
Circumstances

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 Personality

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 Figure 6.1 Model of
Consumer Behavior

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 Key Psychological Processes

Motivation Perception

Learning Memory

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 Maslow’s Hierarchy

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 Perception

Selective Attention

Selective Retention

Selective Distortion

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 Learning

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 Emotions

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 Memory

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 Consumer Buying Decision Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase
Behavior
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 Sources of Information

Personal Commercial

Public Experiential

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 Figure 6.5 Successive Sets in
Decision Making

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 Figure 6.6 Steps Between
Alternative Evaluation
and Purchase

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 Low-Involvement Decision Making

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