Professional Documents
Culture Documents
Consumer Market
Consumer Market
6
Analyzing
Consumer Markets
– Culture
– Subcultures
– Social classes
Reference groups
Cliques
Family
• Membership groups
– Primary vs. secondary
• Aspirational groups
• Dissociative groups
• Opinion leader
Motivation
Memory Perception
Emotions Learning
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Selective attention
Selective distortion
Selective retention
Subliminal perception
– Many different
kinds of emotions
can be linked to
brands
Personal sources
Commercial sources
Public sources
Experiential sources
Conjunctive heuristic
Lexicographic heuristic
Elimination-by-aspects heuristic
Copyright © 2016 Pearson Education Ltd. 6-30
Intervening factors
Functional
Physical risk
risk
Financial
Time risk risk
Psychological
Social risk
risk
– Postpurchase actions
– Postpurchase uses
and disposal