Professional Documents
Culture Documents
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Cultural Factors
Culture Culture is the most fundamental determinant of a persons wants and behavior. The growing child acquires a set of values, perceptions, preferences and behaviors through his or her family and other key institution. Subculture Each culture consists of smaller subcultures that provide more specific identification and socializing for their members. Subculture includes nationalities, religions, racial groups and geographic regions. Social classes Virtually all-human societies exhibit social stratification. Social classes do not reflect income alone, but also other indicators such as occupation, education and area of residence. Social classes differ in dress, speech patterns, recreational preferences and many other characteristics. Social classes show distinct product and brand preferences in many areas, including clothing, home furnishing, leisure activates and automobiles.
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Marketing professionals use socio-economic socioclassification (SEC) of urban consumers as an indicator of the propensity of a consumer to purchase different items. SEC A&B : Hi; SEC C: Mid; SEC D&E : Lo Hi; Mid; Basis : Education + Occupation of CWE
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Social Factors
Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups Opinion leader Reference Groups A persons reference group consists of all the groups that have direct or indirect influence on the persons attitudes or behavior. People are significantly influenced by their reference groups in at least three ways. Reference groups expose an individual to new behavior and lifestyles. They influence attitudes and self-concept. And they create pressures for conformity that may affect actual product and brand choices 13-15
Opinion leader People -within a reference group who, because of special skills, knowledge, personality or other characteristics, exert influence on others.
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Personal Factors
Age and Stage in the Life Cycle
Family life cycle
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DISCUSSION QUESTION
With the graying of the populace, marketers have begun to shift images and cultural references in advertising from things that are relevant to the twenty-somethings to images of twentyactive seniors, and soundtracks from the sixties and seventies. Can you identify any particular seventies. ad campaigns that fit this pattern?
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INFLUENCING BUYER BEHAVIOR Personality and Self-Concept Self Personality Brand personality
Sincerity Excitement Competence Sophistication Ruggedness
Self-concept Self Persons actual self-concept self Ideal self-concept self Others self-concept self13-21
Psychological Factors
Motivation
Motive
Freuds Theory
Laddering Projective techniques
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Perception
Selective attention
People are more likely to notice stimuli than relate to a current need People are more likely to notice stimuli than they anticipate People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli
Attitude
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Beliefs and Attitudes Through doing and learning, people acquire beliefs and attitudes. These it turn influence buying behavior. A belief is a descriptive thought that a person holds about something. Beliefs may be based on knowledge, opinion, or faith. They may or may not carry an emotional charge. Of course, manufacturers are very interested in the beliefs people carry in their heads about their products and services. These beliefs make up product and brand images, and people act on their images. An Attitude is a persons enduring favorable or unfavorable evaluations, emotional feeling and action tendencies toward some object or idea.
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THANK YOU
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