Chapter 06 :

Analyzing Consumer Markets

Rustie M. Fidel
Ateneo Graduate School of Business April 8, 2011
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Chapter Outline

Influences of Consumer Behavior Subcultures Social Factors Personal Factors Brand Personality Key Psychological Processes Motivation Perception Consumer Buying Process Perceived Risk
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Concept # 1

Influences of Consumer Behavior

Cultural Factors
Im muslim! I dont buy that thing!

Social Factors

I want the LV bag! Its the bag of the ELITE!

Personal Factors

I want that swimsuit! That would fit my body!

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Concept # 2

Subcultures
Nationalities Religions Racial Groups

Geographic Regions
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Concept # 3

Social Factors
Reference Groups Family

Social Roles

Statuses

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Concept # 4

Personal Factors
Age
Self Concept Lifestyle Values Personality Life Cycle Stage Occupation Wealth

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Concept # 5

Brand Personality
Sincerity Excitement

Sophistication

Competence

Ruggedness

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Concept # 6

Key Psychological Processes

Motivation

Perception

Learning

Memory

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Concept # 7

Motivation
Freuds Theory Maslows Hierarchy of Needs Herzbergs Two-Factor Theory

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Concept # 8

Perception
Selective Attention Selection Retention

Selective Distortion
Subliminal Perception
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Concept # 9

Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision
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Post Purchase behavior

Concept # 10

Perceived Risk
Functional Physical Financial

Social
Psychological

Time
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