Session 8 - MG 220 MBA - 16 Sep 10

Session 8 - MG 220 MBA - 16 Sep 10 - > Click to edit...

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Unformatted text preview: > Click to edit Master subtitle style MG 220 Marketing Management MBA 10 Fall 2010 Muhammad Talha Salam, Asst. Professor [email protected] Access it online: www.slideshare.net/talhasalam Class Presentation | Session 8 | 16 Sep 2010 Part 3: Connecting with Customers > What influences Consumer Behavior > Key Psychological Processes > Apple Ad Campaign > Discussion on Case Studies for Marketing > Quiz 2 (Part 2: Session 4 - 6) MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam What Influences Consumer Behavior • Understanding the Theory and Realities of Consumer Behavior • A key part of Marketing • Consumer’s buying behavior is influenced by: – Cultural Factors – Social Factors – Personal Factors MG 220 Marketing Management 22 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam What Influences Consumer Behavior Cultural Factors • Culture, Subculture & Social Class: 3 important variables • Culture is fundamental determinant of a person’s wants and behavior • Set of values, perceptions, preferences, and behaviors through his or her family or other institutions MG 220 Marketing Management 33 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam What Influences Consumer Behavior Cultural Factors • Each Culture has smaller Subcultures giving more specific identification and socialization • Significantly affluent Subcultures => considering marketing accordingly i.e. multicultural marketing • Multilingual services by Telenor, Mobilink MG 220 Marketing Management 44 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam What Influences Consumer Behavior Cultural Factors • Social Stratification – strata(s) in society • Social Classes – relatively homogenous and enduring divisions in each society , which are hierarchically organized and whose members share similar values, interests and behavior • Characteristics: – Tend to behave similarly – Defines position in society – Defined by many variables together (no one variable to define it) MG 220 Marketing Management 55 MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam What Influences Consumer Behavior Social Factors • Reference Groups consist of all groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior – Primary Groups – more interactivity, informal ( Family, friends ) – Secondary Groups – Less interactivity, formal ( religious, political ) • Important Groups to which people do not belong – Aspirational Group – A person hopes to join MG 220 Marketing Management 66 MG 220 Marketing Management...
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This note was uploaded on 10/24/2010 for the course BIT MG335 taught by Professor Davidlever during the Three '10 term at Australian National University.

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Session 8 - MG 220 MBA - 16 Sep 10 - > Click to edit...

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