Unformatted text preview: Consumer Behavior
Week 4 BA 303 Agenda for Next 2 Classes Finish Marketing Information Consumer Behavior
Cultural Factors Social Factors Personal Factors Psychological Factors Buyer Decision Process New Product Adopter Categorization
Week 4/Consumer Behavior I & II 2 BA 303/Coupland Consumer Behavior (CB) Buying behavior of individuals and households who buy goods and services for personal consumption. BA 303/Coupland Week 4/Consumer Behavior I & II 3 Factors Influencing Consumer Behavior Figure 52 BA 303/Coupland Week 4/Consumer Behavior I & II 4 1. Cultural Factors Culture is the most basic cause of a person's wants and behavior. A Subculture is the culture of a group of people who share value systems based on common life experiences. Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
Week 4/Consumer Behavior I & II 5 BA 303/Coupland 2. Social Factors Reference groups include ones person belongs to, wants to identify with ("aspirational"), or does not want to be identified with ("__________"). Family/household The most important "group" for most consumer buying Roles and Status within groups Role = expected activities Status = esteem given to role by society BA 303/Coupland Week 4/Consumer Behavior I & II 6 3. Personal Factors Age and LifeCycle Stage Occupation People change the goods they buy over their lifetimes. Influences the purchase of goods. Some goods and services are especially incomesensitive. Pattern of acting and interacting in the world (AIO: activities, interests, and opinions). People's possessions contribute to and reflect their identities.
Week 4/Consumer Behavior I & II 7 Economic Situation Lifestyle (psychographics) Personality and SelfConcept BA 303/Coupland xx xx xx xx xx xx xx xx
BA 303/Coupland Week 4/Consumer Behavior I & II 8 4. Psychological Factors Motivation is about the needs that drive people. Perception is the process by which people select, organize, and interpret information. Selective attention Selective distortion Selective . Learning changes behavior based on experience. Beliefs and attitudes affect choices. Beliefs = descriptive thoughts Attitudes = likes and dislikes
Week 4/Consumer Behavior I & II 9 BA 303/Coupland Moderate Incongruity BA 303/Coupland Week 4/Consumer Behavior I & II 10 Maslow's Hierarchy of Needs Figure 54 BA 303/Coupland Week 4/Consumer Behavior I & II 11 Buyer Decision Process Figure 55 Ways to respond Help recognize need Suggest solution to need Provide information conveniently Competitive advantage Illustrate consequences Availability Added value Reduce ___________ ___________ BA 303/Coupland Week 4/Consumer Behavior I & II 12 New Product Adopter Categorization Deliberate, adopt before the average person, but are not leaders. Skeptical, adopt after the majority of people have tried it. 34% Late majority 16% Laggards Figure 56 Opinion leaders, adopt new ideas early but carefully. Venturesome, try new ideas at some risk. 13 1/2% Early adopters 34% Early majority Tradition bound, suspicious of change. 2 1/2% Innovators Time of adoption
Week 4/Consumer Behavior I & II 13 BA 303/Coupland For Next Class: Consumer Behavior II Read Ch. 5 Go back and read/review Ch. 1, 3, 4 Study tips: BA 303/Coupland Week 4/Consumer Behavior I & II 14 For 2/12 or 2/13 Class: Review for Exam Exam is 50 multiple choice questions on: What is Marketing? (Ch. 1 + lecture) Marketing Environment (Ch. 3 + lectures) Marketing Information (Ch. 4 + lectures) Customer Behavior (Ch. 5 + lectures) The review will cover some key topics from the lectures. There will be time for questions. The book publisher has chapter quizzes that you may find useful at:
Week 4/Consumer Behavior I & II 15 BA 303/Coupland ...
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