Consumer Behavior I

MKTG 301 | Week 4.2

Reminder: Please put away mobile devices before class starts.

Laptops and tablets may be used for class purposes only.
Quote of the Day

2
Agenda: Consumer Behavior I
— Consumer Behavior
↳ Definition
↳ Cultural Factors
↳ Social Factors
↳ Personal Factors
— Next Class and Study Tip

Consumer Behavior Defined | Cultural Factors | Social Factors | Personal Factors 3

Consumer Behavior (CB)
— Buying behavior of
individuals and
households who buy
goods and services for
personal consumption.

Consumer Behavior Defined | Cultural Factors | Social Factors | Personal Factors 4

Factors Influencing Consumer
Behavior
Figure 5.2

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1.Cultural Factors
— Culture is the most basic cause of a
person's wants and behavior.
—A is the culture of a group of
people who share value systems based on
common life experiences.
— Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values, interests,
and behaviors
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Ethnic Subcultures
— Hispanics
— African Americans
Shopping is a family affair; brand
names sell well?/poorly?
Enjoy shopping more?/ less? than other
groups; the most fashion conscious

— Asian Americans The most?/least? brand conscious;

tech-savvy

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2. Social Factors
— Reference groups include groups that a person wants
to identify with (“aspirational”), or does not want to
be identified with (“ ”).
— Family/household
↳ Most important “group” for most consumer buying

— Roles and status within groups

↳ Role = expected activities
↳ Status = esteem given to role by society

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3. Personal Factors
— Age and Life-Cycle Stage
↳ People change the goods they buy over their lifetimes.
— Occupation
↳ Influences the purchase of goods.
— Economic Situation
↳ Some goods and services are especially income-sensitive.
— Lifestyle ( )
↳ Pattern of acting and interacting in the world (AIO: activities, interests,
and opinions).
— Personality and Self-Concept
↳ People’s possessions contribute to and reflect their identities

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VALS Survey

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Ideals, Achievement, or Self-
Expression?

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Next Class: Consumer Behavior II
— Soak in Ch. 5
— Review Ch. 1, 3 & 4
— Complete the VALS survey on Canvas page
↳ Note your primary VALS Type

— Study tip:

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