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Consumer BehaviorConsumer Behavior

Harcourt, Inc.

Lec. 2

Factors Influencing Consumer Behavior

Ó Copyright 1999 Prentice Hall

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Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:

Social Class• People within a social class tend to exhibit similar buying behavior.

• Occupation

• Income

• Education

• Wealth

Social Class• People within a social class tend to exhibit similar buying behavior.

• Occupation

• Income

• Education

• Wealth

• Most basic cause of a person's • wants and behavior.

• Most basic cause of a person's • wants and behavior.

Subculture• Groups of people with shared value systems based on common life experiences.

Subculture• Groups of people with shared value systems based on common life experiences.

Culture

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Cultural InfluencesCultural Influences

• Culture:– The values,

ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society.

• Culture:– The values,

ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society.

• Culture is learned and transmitted from one generation to the next.

• Culture is learned and transmitted from one generation to the next.

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Cultural InfluencesCultural Influences

• Socialization:– The process of

absorbing a culture

• Socialization:– The process of

absorbing a culture

• Consumer Socialization:– When socialization

is applied to marketing and consumer behavior.

• Consumer Socialization:– When socialization

is applied to marketing and consumer behavior.

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ValuesValues

• Values:– Shared beliefs or cultural norms about

what is important or right.

Cultural values directly influence how

Consumers view and use individual

products, brands, and services.

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ValuesValues

• The List of Values (LOV):• Self-respect

• Warm relationships

• Self-fulfillment

• Sense of belonging

• Respect from others

• Excitement

• Security

• Sense of accomplishment

• Fun and enjoyment in life

• The List of Values (LOV):• Self-respect

• Warm relationships

• Self-fulfillment

• Sense of belonging

• Respect from others

• Excitement

• Security

• Sense of accomplishment

• Fun and enjoyment in life

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SubculturesSubcultures

– The norms and values of specific groups or subcultures within a society.

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SubculturesSubcultures

• Demographic characteristics used to identify subcultures:

– Nationality - Hispanics, Italians

– Race - African-American, American Indian, Asian

– Region - New England, the South

– Age - Elderly, teenager

• Demographic characteristics used to identify subcultures:

– Nationality - Hispanics, Italians

– Race - African-American, American Indian, Asian

– Region - New England, the South

– Age - Elderly, teenager

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Social Class InfluencesSocial Class Influences

• Social Classes:– Relatively homogeneous divisions

within a society that contain people with similar values, needs, lifestyles, and behavior.

• Social Classes:– Relatively homogeneous divisions

within a society that contain people with similar values, needs, lifestyles, and behavior.

Ó Copyright 1999 Prentice Hall

5-115-11

Factors Affecting Consumer Behavior:Social Factors Affecting Consumer Behavior:Social

Groups

• Membership

• Reference

Groups

• Membership

• Reference

Family• Husband, wife, kids• Influencer, buyer, user

Family• Husband, wife, kids• Influencer, buyer, user

Roles and StatusRoles and Status

Social FactorsSocial Factors

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• Reference Groups:– Those others look to for help and

guidance including friends, co-workers, and others.

• Reference Groups:– Those others look to for help and

guidance including friends, co-workers, and others.

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Family Influences and the Family Life CycleFamily Influences and the Family Life Cycle

• Family influences play two important roles in:

– The socialization of people.

– Affecting individual purchase decisions.

• Family influences play two important roles in:

– The socialization of people.

– Affecting individual purchase decisions.

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• Family Life Cycle:– The sequence of steps a family goes through:

• From young, to

• Single adults, to

• Married couples whose children have left home, to

• The retired survivor

• Family Life Cycle:– The sequence of steps a family goes through:

• From young, to

• Single adults, to

• Married couples whose children have left home, to

• The retired survivor

Family Influences and the Family Life CycleFamily Influences and the Family Life Cycle

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