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Consumer Behavior

Consumer Behavior. I ntroduction …. Lec . 3. Harcourt, Inc. Factors Influencing Consumer Behavior. Groups Membership Reference. Factors Affecting Consumer Behavior: Social. Family Husband, wife, kids Influencer, buyer, user. Social Factors. Roles and Status. Reference Groups:

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Consumer Behavior

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  1. Consumer Behavior Introduction … Lec. 3 Harcourt, Inc.

  2. Factors Influencing Consumer Behavior

  3. Groups • Membership • Reference Factors Affecting Consumer Behavior:Social • Family • Husband, wife, kids • Influencer, buyer, user Social Factors Roles and Status

  4. Reference Groups: • Those others look to for help and guidance including friends, co-workers, and others.

  5. Family Influences and the Family Life Cycle • Family influences play two important roles in: • The socialization of people. • Affecting individual purchase decisions.

  6. Family Influences and the Family Life Cycle • Family Life Cycle: • The sequence of steps a family goes through: • From young, to • Single adults, to • Married couples whose children have left home, to • The retired survivor

  7. Personal Influences Lifestyle Identification Age and Life Cycle Stage Occupation Factors Affecting Consumer Behavior:Personal Personality & Self-Concept Economic Situation Activities Opinions Interests

  8. Age and life-cycle Occupation Economic situation Lifestyle Activities, interests, and opinions Lifestyle segmentation Personality and self-concept Characteristics Affecting Consumer Behavior Key Factors Cultural Social Personal Psychological

  9. Personality refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment. Most now agree that both personality and situational factors play a role in determining people’s behavior. Personality is usually involved, along with: A person’s choices of leisure activities, political outlook, aesthetic tastes, and Personality

  10. Lifestyle refers to a pattern of consumption reflecting a person’s choices of how he or she spends time and money. It represents how a person allocates income: To different products and services, and To specific alternatives within these categories. A Lifestyle Marketing Perspective recognizes that people sort themselves into groups on the basis of: Things they like to do, How they like to spend their leisure time, and How they choose to spend their income. Lifestyle: Who We Are, What We Do

  11. Linking Products to Lifestyles People, Products, and Settings are Combined to Express a Certain Consumption Style. Product Person Lifestyle Setting

  12. AIOs and Psychographics Activities Interests Opinions Demographics - Describes Who Buys Psychographic Profiles - Tells Why Consumers Buy

  13. Thanks a lot & see you

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