Professional Documents
Culture Documents
Characteristics Affecting
Consumer Behavior
Factors
Inuencing
Consumer
Behavior
Characteristics Affecting
Consumer Behavior
Culture
is
the
learned
values,
percep8ons,
wants,
and
behavior
from
family
and
other
important
ins8tu8ons
Marketers
are
always
trying
to
spot
cultural
shi+s
to
discover
new
products
that
might
be
wanted:
greater
concern
about
health
and
tness
has
created
a
huge
industry
for
health-and-tness
services,
exercise
equipment
and
clothing,
organic
foods,
and
a
variety
of
diets
Copyright 2014 by Pearson Education, Inc. All rights reserved
Characteristics Affecting
Consumer Behavior
Subculture
are
groups
of
people
within
a
culture
with
shared
value
systems
based
on
common
life
experiences
and
situa8ons
Hispanic
American
African
American
Asian
American
Cross-Cultural-
including
ethnic
themes
and
cross-cultural
perspec8ves
within
their
mainstream
marke8ng
Copyright 2014 by Pearson Education, Inc. All rights reserved
Characteristics Affecting
Consumer Behavior
Social
classes
are
society s
rela8vely
permanent
and
ordered
divisions
whose
members
share
similar
values,
interests,
and
behaviors.
Measured
by
a
combina8on
of
occupa8on,
income,
educa8on,
wealth,
and
other
variables
Copyright 2014 by Pearson Education, Inc. All rights reserved
Characteristics Affecting
Consumer Behavior
Groups
and
Social
Networks
Membership
Groups
Groups with
direct
influence
and to which
a person
belongs
Aspirational
Groups
Groups an
individual
wishes to
belong to
Reference
Groups
Groups that
form a
comparison
or reference
in forming
attitudes or
behavior
Characteristics Affecting
Consumer Behavior
Groups
and
Social
Networks
Characteristics Affecting
Consumer Behavior
Groups
and
Social
Networks
Online
Social
Networks
are
online
communi8es
where
people
socialize
or
exchange
informa8on
and
opinions
Include
blogs,
social
networking
sites
(facebook),
virtual
worlds
(second
life)
Characteristics Affecting
Consumer Behavior
Social
Factors
Family
is
the
most
important
consumer-buying
organiza8on
in
society
Social
roles
and
status
are
the
groups,
family,
clubs,
and
organiza8ons
that
a
person
belongs
to
that
can
dene
role
and
social
status
Characteristics Affecting
Consumer Behavior
Personal
Factors
Age
and
life-cycle
stage
Characteristics Affecting
Consumer Behavior
Personal
Factors
Savings
Interest
rates
Characteristics Affecting
Consumer Behavior
Personal
Factors
Characteristics Affecting
Consumer Behavior
Personal
Factors
Characteristics Affecting
Consumer Behavior
Personal
Factors
Defensiveness
Dominance
Adaptability
Autonomy
Aggressiveness
Characteristics Affecting
Consumer Behavior
Psychological
Factors
Motivation
Perception
Learning
Beliefs and attitudes
Characteristics Affecting
Consumer Behavior
Psychological
Factors
MoBvaBon
Characteristics Affecting
Consumer Behavior
Maslow s
Hierarchy
of
Needs
Characteristics Affecting
Consumer Behavior
Psychological
Factors
Characteristics Affecting
Consumer Behavior
Psychological
Factors
Characteristics Affecting
Consumer Behavior
Psychological
Factors
Reinforcement
Example
A
drive
is
a
strong
internal
s8mulus
that
calls
for
ac8on.
A
drive
becomes
a
mo8ve
when
it
is
directed
toward
a
par8cular
s/mulus
object.
For
example,
a
person s
drive
for
self-actualiza8on
might
mo8vate
him
or
her
to
look
into
buying
a
camera.
The
consumer s
response
to
the
idea
of
buying
a
camera
is
condi8oned
by
the
surrounding
cues.
Cues
are
minor
s8muli
that
determine
when,
where,
and
how
the
person
responds.
For
example,
the
person
might
spot
several
camera
brands
in
a
shop
window,
hear
of
a
special
sale
price,
or
discuss
cameras
with
a
friend.
These
are
all
cues
that
might
inuence
a
consumer s
response
to
his
or
her
interest
in
buying
the
product.
Suppose
the
consumer
buys
a
Nikon
camera.
If
the
experience
is
rewarding,
the
consumer
will
probably
use
the
camera
more
and
more,
and
his
or
her
response
will
be
reinforced.
Then
the
next
8me
he
or
she
shops
for
a
camera,
or
for
binoculars
or
some
similar
product,
the
probability
is
greater
that
he
or
she
will
buy
a
Nikon
product.
Characteristics Affecting
Consumer Behavior
Psychological
Factors
Beliefs
and
AJtudes
Characteristics Affecting
Consumer Behavior
Psychological
Factors
AJtudes
describe
a
person s
rela8vely
consistent
evalua8ons,
feelings,
and
tendencies
toward
an
object
or
idea
Interest
Evaluation
Trial
Adoption
Innovators
Early
Adopters
Early
Majority
Late
Majority
Laggards
Copyright 2014 by Pearson Education, Inc. All rights reserved
Divisibility
Communicability
Rate of adoption 1
Rela/ve
advantage:
The
degree
to
which
the
innova8on
appears
superior
to
exis8ng
products.
HDTV
oers
substan8ally
improved
picture
quality.
This
accelerated
its
rate
of
adop8on.
Compa/bility:
The
degree
to
which
the
innova8on
ts
the
values
and
experiences
of
poten8al
consumers.
HDTV,
for
example,
is
highly
compa8ble
with
the
lifestyles
of
the
TV-watching
public.
However,
in
the
early
years,
HDTV
was
not
yet
compa8ble
with
programming
and
broadcas8ng
systems,
which
slowed
adop8on.
Now,
as
high
deni8on
programs
and
channels
have
become
the
norm,
the
rate
of
HDTV
adop8on
has
increased
rapidly.
Complexity:
The
degree
to
which
the
innova8on
is
dicult
to
understand
or
use.
HDTVs
are
not
very
complex.
Therefore,
as
more
programming
has
become
available
and
prices
have
fallen,
the
rate
of
HDTV
adop8on
has
increased
faster
than
that
of
more
complex
innova8ons.
Rate of Adoption 2
Divisibility:
The
degree
to
which
the
innova8on
may
be
tried
on
a
limited
basis.
Early
HDTVs
and
HD
cable
and
satellite
systems
were
very
expensive,
which
slowed
the
rate
of
adop8on.
As
prices
have
fallen,
adop8on
rates
have
increased.
Communicability:
The
degree
to
which
the
results
of
using
the
innova8on
can
be
observed
or
described
to
others.
Because
HDTV
lends
itself
to
demonstra8on
and
descrip8on,
its
use
will
spread
faster
among
consumers.