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2.
2. Consumer Psychology
I). Motivation
1. Consumer Characteristics
Cultural Factors
These refer to beliefs, perceptions, values, wants and normative patterns of behavior that is transmitted to the individual by society from family and other important institutions. Culture is the most basic cause of a persons wants and behaviour. Human behaviour is largely learned.
Sub Culture
Many brands target specific Asian Americans most subcultures: affluent 15 mil- $500 bil in spending money expected to Hispanics 50 mill- $950 increase to $750 bill in 2013 mill buying po3wer expected to increase $1.4 tr-2013 Mature markets(baby boomers - By 2015 50 75 African American annual 40% of adult consumers buying $913 bil increase to $1.2 trill- 2013
1. Consumer Characteristics
Social
Reference groups All the groups that have direct or indirect impact on an individuals attitudes and behavior
Groups with direct influence are membership groups and are two types:
i) Primary
-family, friends, neighbours, co-workers, etc.
ii) Secondary
- religious, professional groups, etc.
ii) ii)
Impact on Marketing:
Consumers will select products that symbolizes and will communicate their roles And ultimately their status in society. Marketers can maximize on this in branding and positioning of products services to the consumer.
1. Consumer Characteristics
Social
Family This can be categorized as the most powerful institution of consumer buying in any society. Family structure and organization are implications of socio cultural orientations.
The consumer behaviour is determined by the family that they were exposed to (family orientation) and this behavior is transferred to the family they create (family procreation) Impact on marketing: Changes in family size and structure will result in changes in the buying behavior of the consumer.
1. Consumer Characteristics
Personal Factors
These include: 1. Age, stage, and life cycle (Sony 7 groups) Occupation and economic circumstances Personality and self concept Impact on marketing: A. Peoples purchasing pattern and choice as it relates to products/services will reflect changes as they move from age to age and as they move through life events situations like marriage, childbirth, retirement, etc. B. Economic situations can impact product choice and ultimately demand. Ones occupation may be a strong indicator of product consumption pattern.
2.
3.
1. Consumer Characteristics
Personal
Impact on Marketing:
C. Each person possesses personality characteristics and self concept that will impact his/her buying behavior. Brands are chosen based on how well the product or service fits the personality. brand personality - is in sync with the consumers brand personalitythis refers to the mix of human traits that can be attributed to a particular brand.
1. Consumer Characteristics
Personal
Consumers will more than often select brands that will have brand personality that are consistent with their own: - Actual self - Ideal self concept - Others self concept
1. Consumer Characteristics
Personal
Impact on marketing:
D. Lifestyles and values also help to shape consumers taste and buying patterns. Lifestyle relates to an individuals pattern of living in the world as expressed in activities, interests and opinions. Marketers can aim the brand more closely to reflect the consumers lifestyle or changes within the lifestyle.
2. Consumer Psychology
A persons buying choices are further influenced by four psychological factors:
Motivation Perception Learning Beliefs and Attitudes
a. b. c. d.
2. Consumer Psychology Motivation Motivation A motive is: a need that is sufficiently pressing to direct
the person to seek satisfaction of the need. An aging baby-boomer who buys a sporty convertible might explain that he likes to feel the wind thru his thinning or bald hair or he wants to feel young again
Kotler & Armstrong, (2012) see pg 147
Numerous theories have been tabled to explain this concept which can generally be applied to consumer behaviour.
Hertzbergs Two-factor Theory In selling products, marketers should increase satisfiers and decrease dissatisfiers in order to attract customers.
It is perception and not reality, that consumers respond to which will impact their behavior in the marketplace or marketspace.
2.
Research has shown that people are exposed to 3000-5000 messages every day One cant respond to every stimuli, use Selective Attentionscreens out most of the information
perception
2.Consumer Psychology
Learning and Memory
Learning
Learning relates to permanent change in behavior arising from experience.
Learning is reinforced through drives (strong internal stimuli, cues, responses and reinforcement .
Memory
Information and experiences that individuals encounter throughout their lives
Summary
Consumer buying are affected by large societal factors. Consumer buyer behaviour is influenced by four key sets of buyer characteristics: cultural, social, personal and psychological. Buying behaviour may vary greatly across different types of products and buying decisions. Consumers undertake complex buying behaviour when they are highly involved in a purchase and perceived significant differences among brands.
Usually involved if the product is expensive, risky, purchased infrequently & highly self expressive.
Evaluation of alternatives
a.
Information evaluation:
The more urgent the need the less evaluation will take place The more significant the product the more evaluation The more complex the alternatives the greater the evaluation
b. c.
The marketers job is to understand : the buyers behaviour at each stage. The attitudes of others, perceived risk, situational factors as well as, the consumers level of post purchase satisfaction & actions
Adoption The
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