Professional Documents
Culture Documents
6
Analyzing
Consumer Markets
Sources:
buying behavior?
What major psychological processes influence
consumer responses to the marketing
program?
How do consumers make purchasing
decisions?
In what ways do consumers stray from a
deliberate rational decision process?
Cultural Factors:
broadest and deepest
Social Factors
Personal Factors
Libyan, Iraqi,…subcultures)
Religions (Muslims, Christians, Jews,…)
….)
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
Family
Social roles
Statuses
Age Personality
Life cycle stage Values
Occupation Lifestyle
Wealth Self-concept
Sincerity: Campbell
Excitement: MTV
Competence: CNN
Sophistication: Rolex
Ruggedness: Levi’s
Time-Famine: Multitasking
Money-constrained: Low
Cost products (Walmart).
Core values
Healthy Lifestyles
Ecological Lifestyles
Personal Development
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Need 1: Food,
water, basics.
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
Personal Commercial
Family, Advertising
friends Salesman
Public Experiential
Mass Media Personal
To find the consumer’s perceived value for each laptop according to the
expectancy-value model, we multiply his/her weights by his/her beliefs
about each computer’s attributes.
Functional:
Not up to expectations
Physical:
Threatens health
Financial:
Not worth the price
Social:
Embarrassment
Savers
takes
clothes
consumers
no longer
want and
sell them to
other
consumers
who do
want them
at the right
price.