Roles and Status A role consists of the activities people are expected to

Roles and status a role consists of the activities

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Roles and Status A role consists of the activities people are expected to perform according to the people around them Each role carries a status reflecting the general esteem given to it by society People usually choose products appropriate to their roles and status Personal Factors A buyer’s decisions are also influenced by personal characteristics such as buyer’s age & life-cycle stage, occupation, economic situation, lifestyle, & personality & self-concept Age and Life-Cycle Stage People change the goods & services they buy over their lifetimes Tasted in food, clothes, furniture, & recreation are often age related Buying is also shaped by stage of the family life cycle- stages through which families might pass as they mature over time Life-stage changes usually result from demographics & life-changing events (marriage, having kids, buying a home, divorce, kids going to uni, etc.) Marketers often define their target markets in terms of life-cycle stage & develop appropriate products & marketing plans for each stage Armed w/data about the timing & makeup of life-stage changes, marketers can create targeted personalized campaigns Occupation A person’s occupation affects the goods & services bought o Ex: blue-collar workers tend to buy more rugged work clothes, whereas execs buy more business suits Economic Situation Person’s economic situation will affect his or her store & product choices Marketers watch trends in person income, savings, & interest rates
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In more frugal times, most companies have taken steps to redesign, reposition, & reprice their products & services Lifestyle People coming from same subculture, social class, & occupation may have quite different lifestyles Lifestyle: a person’s pattern of living as expressed in his or her psychographics o Involves measuring consumers’ major AIO dimensions (activities, interests, and opinions) Consumers don’t just buy products; they buy the values & lifestyles those products represent Personality and Self-Concept Each person’s distinct personality influences his or her buying behaviour Personality: the unique psychological characteristics that distinguish a person or group o Self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, & aggressiveness Idea is that brands also have personalities, & consumers are likely to choose brands w/personalities that match their own Brand personality is specific mix of human traits that may be attributed to a particular brand o 5 brand personality traits: Sincerity Method Excitement Apple Competence Washington Post Sophistication Gucci Ruggedness Ford F150
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Psychological Factors A person’s buying choices are further influenced by 4 major psychological factors: o Motivation o Perception o Learning o Beliefs & Attitudes Motivation A need becomes a motive when it is aroused to a sufficient level of intensity A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
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  • Spring '15
  • Marketing, new products, business buyer behaviour,  Consumers

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