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CULTURAL FACTORS
Wield the broadest and deepest
influence on consumer behavior.
The marketer needs to
understand the role played by
the buyers culture, subculture
and social class.
Culture is the most basic basis of a person’s
wants and behaviors.
1. Human behavior is largely learned.
2. A Filipino child learns to the following
values early in his or her life:
-Achievement and success
-Activity and involvement
-Efficiency and practicality
-Progress
-Material comfort
-Individualism
-Freedom
-Humanitarianism
-Youthfulness
-Fitness and Health
It
might be nationality groups, religious
groups, racial groups or geographic area
groups.
Lifestyle Identification
Psychological
Beliefs Factors
and Affecting Perception
Attitudes Buyer
Choices
Learning
PSYCHOLOGICAL FACTORS
A buyer’s choices are influenced by four major
psychological factors:
ATTITUDE
It is a person’s consistently favorable or unfavorable evaluations,
feelings, and tendencies toward an object or idea.
A company should try to fit its product into its existing attitudes
rather than try to change them.