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Consumer Analysis

This presentation from BUS 306 – Fundamentals of Marketing delves into the multifaceted influences on consumer behavior. Key focus areas include cultural influences, such as subcultures and societal values, as well as social influences like reference groups, family dynamics, and social classes. Examples of how products like the Apple iPhone resonate across diverse demographics highlight the intricacies of marketing strategies tailored to different consumer needs. Understanding these influences is vital for effective marketing and brand positioning in today’s diverse market landscape.

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Consumer Analysis

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  1. Consumer Analysis Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle, Sarah Hirschmann, Tyler Darke BUS 306 – 01 Fundamentals of Marketing September 26, 2013

  2. Agenda • Influence Overview • Product Introduction • Cultural Influences • Social Influences • Reflection

  3. Influences on Consumer Behavior • Cultural: culture, subculture, social class • Social: groups and social networks, family, roles and status • Personal: age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept • Psychological: motivation, perception, learning, beliefs and attitudes

  4. Apple iPhone • Popular • Well-Known • Broad Range of Users • Creative • Successful • Social Media Tool

  5. Culture • Cultural Influences • Shape values • Determine human behavior • Different cultures have different values • American values: success, individualism, freedom • Marketers look for cultural shifts

  6. Cultural Influences • Subculture • Hispanic-American Consumers • African-American Consumers • Asian-American Consumers • Cross-Cultural Marketing • Appeals to consumer similarities across subcultures rather than differences

  7. Social Influences • ReferenceGroups • Serve as face-to-face or indirect points of comparison or reference • Marketers try to identify the reference groups of their target markets • Reference groups expose a person to • New behaviors • Lifestyles • Influence the person’s attitudes • Self-concept

  8. Social Influences • Word-of-mouth influence • Powerful impact on consumer buying behavior • Recommendations from friends are more credible than commercial sources • Most happen naturally

  9. Social Influences • Family • Family members can strongly influence buyer behavior • Roles and Status • Factor into purchasing decisions

  10. Social Classes • Upper and Middle Class • Identify with luxurious and trendy products • Spend more money on products to maintain a distinct class difference • Higher disposable incomes = More purchasing power = Ability to purchase high-end products • Lower Class • Lower disposable incomes = Less purchasing power = Inability to purchase high-end products

  11. Social Networks • Online social networks • Blogs, social networking websites, other online communities • People socialize and share information and opinions

  12. Reflection • Cultural groups: form a basis of group identity • Social groups: act as a form of peer pressure • Marketers value this information when deciding on a target market

  13. References • Darrell, E.  Forrester: iPhone App Users Young And Wealthy, Android App Users Skew Older. TechCuhrch. Retrieved from http:// techcrunch.com/2012/09/26/forrester-iphone-app-users-young- and-wealthy-android-app-users-skew-older/ • Moreni, Edoardo. (2012). Building a Brand – The Apple Case, Retrieved September 25, 2013, from http://greatpreneurs.com/building-a- brand-the-apple-case/ • Kotler, P., & Armstrong, G. (2013). Principles of Marketing (Ed.15) (p. 140,141,143-145).Upper Saddle River, NJ: Prentice Hall • Letterrip.net.(2013). No Bad Days Family, Retrieved September 25, 2013, from http://www.letterrip.net/Family/Family%20Main%20Page.htm

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