09-07-06 - Chapter 4 Consumer Marketing and Buying Behavior...

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Unformatted text preview: Chapter 4 Consumer Marketing and Buying Behavior 108 million households > spend 5.8 trillion dollars per year Family life cycle stages: 9 stages with different buying behavior Bachelor Young Married Full Nest Single Parents Divorced and Alone Middle-Aged Married Full Nest 2 Empty Nest Older Single Consumer Buying Decision Process = figure 4.2 The Consumer Buying-Decision Process and the Factors that influence it: Social and Group Forces Psychological Forces Information Consumer Buying-Decision Process Situational Factors Reference Group: Peer group, who influences the Buying-Decision. Maslows Hierarchy of Needs: Figure 4.3 Self-Actualization Esteem Belonging and Love Safety Physiology------------------------------------------------------------------------------------------------------------ Demographic Segmenting: Baby Boomers (1946-1963) = 78 million - largest group of people are rich, usually Generation X (1956-1980) - Slackers, bought SUVs, they buy segways Generation Y or echo boomers 72 million (1977-1995) = next largest boom of people 1 in 3 = non white, 1 in 4 = single parent home instant gratification, big debt, Generation Z (tweeners) knew how to use a computer at the age of 2./ completely diverse, there is no segmenting but also there are a lot of tweeners that dont even know what a computer is. ----------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------- Psychographic Segmentation: Generation D knows there way around computers the digital generation- Generation 911 was around when 911 happened, in school. Generation 911 was around when 911 happened, in school....
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This note was uploaded on 04/07/2008 for the course MARK 54 taught by Professor Gattinella during the Spring '06 term at Santa Rosa.

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09-07-06 - Chapter 4 Consumer Marketing and Buying Behavior...

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