Professional Documents
Culture Documents
Analyzing
Consumer Markets
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
Factors
Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
Reference
Family
groups
Social
Statuses
roles
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-9
Family Distinctions
Affecting Buying Decisions
• Family of Orientation
• Family of Procreation
Age
Values Occupation
Personality
Sincerity
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-14
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
Motivation Perception
Learning Memory
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-24
Problem Recognition
Personal Commercial
Public Experiential
• Conjunctive
• Lexicographic
• Elimination-by-aspects
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
Take a position:
1. Targeting minorities is exploitive.
or
2. Targeting minorities is a sound
business practice.