Training Presentation

Analyzing Consumer Markets

Jerold I. SaddiApril 26, 2012

Intro1. What Influences Consumer behavior?2. What psychological process influence consumer behavior?

Three Influences of Consumer BehaviorCultural Factors

Social Factors

c. Personal Factors

A. Cultural FactorsNationalities

E.G. American, Filipino, BritishReligions

Roman Catholic, Orthodox, Muslims, Racial Groups

E.G. Black, White, AsianGeographic Regions

Asia, America, UK etc.

Social Factorsa. Reference Groups

b. Family

c. Social Roles

d. Statuses

b. Reference GroupsREFERENCE GROUPSMembership SecondaryDissociativePrimaryAspirational

Personal FactorsAgeLife cycleOccupationPersonalityValuesLifestyleSelf-conceptWealth

Psychological Process

MOTIVATIONFREUDS THEORYMASLOWS HIERARCHY OF NEEDSHERZBERGS 2 FACTOR THEORY

PERCEPTION

SELECTIVE ATTENTIONSELECTIVE RETENTIONSUBLIMINAL PERCEPTIONSELECTIVE DISTORTION

LEARNING

MEMORY

Analyzing Consumer Markets

Sherwin LabradorApril 26, 2012

CONSUMER CHARACTERISTICSRepresented by FamilyGrandparents/CulturalSiblings/SocialParents/Personal

CONSUMER PSYCHOLOGYRepresented by Friends, School, Organization, etc

School/PerceptionFriends/MotivationTeacher/LearningMedia/Memory

Consumer PsychologyConsumer CharacteristicsMODEL OF CONSUMER BEHAVIORMarketing & other StimuliBuying & Purchase Decision

Analyzing

Consumer Markets

Tonet VirayApril 27, 2012

HOW DO CONSUMER CHARACTERISTICS INFLUENCE BUYING BEHAVIOR?WHAT PSYCHOLOGICAL PROCESSES INFLUENCE CONSUMER RESPONSES TO THE MARKETING PROGRAM? HOW DO CONSUMER MAKE PURCHASING DECISIONS?HOW DO MARKETERS ANALYZE CONSUME DECISION MAKING

Outline:
CHAPTER QUESTIONS

A) Cultural Facotrs

B) Social Factors

C) Personal Factors

1. What influences
Consumer Behavior?

A.1 NATIONALITIES

A.2 RELIGIONS

A.3 RACIAL GROUPS

A.4 GEOGRAPHIC REGIONSA. Subcultures

B.1 Reference groups

B.2 Family

B.3 Social

B.4 STATUS

B. Social Factors

1 MEMBERSHIP GROUPS

2 PRIMARY GROUP

3 SECONDARY GROUPS

4 ASPIRATIONAL

5 DISSOCIATIVE B.1 REFERENCE GROUPS

AGE

SELF CONCEPT LIFE CYCLE STAGE

LIFESTYLE OCCUPATION

VALUE PERSONALITY WEALTH C. PERSONAL FACTORS

SINCERITY

EXCITEMENT

COMPETENCE

SOPHISTICATION

RUGGEDNESS

BRAND PERSONALITY

MODEL OF CONSUMER BEHAVIORCONSUMER PSCYHOLOGYCONSUMER CHARACTERISTICSMARKETING STIMULIAND OTHER STIMULIBUYING DECISION PROCESSPURCHASE DECISION

MOTIVATION PERCEPTION

LEARNING MEMORYKEY PSYCHOLOGICAL PROCESSES

FREUDS THEORY

SUBCONSCIOUS MOTIVATIONS

MOTIVATION

MASLOWS HIERARCHY OF NEEDS

MOTIVATION

HERZBERGS TWO FACTOR THEORY

MOTIVATOR HYGIENEFACTORS

MOTIVATION

SELECTIVE ATTENTION

SELECTIVE RETENTION

SELECTIVE DISTORTION

SUBLIMINAL PERCEPTION

PERCEPTION

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATION

PURCHASE DECISION

POSTPURCHASE BEHAVIORCONSUMER BUYING PROCESS

TOTAL SET

AWARENESS SET

CONSIDERATION SET

CHOICE SET

DECISION SUCCESSIVE SETS INVOLVED IN CONSUMER DECISION MAKING

JEROLD I. SADDISHERWIN LABRADORMAYNARD ANTHONY CRUZMARY ANTONETTE VIRAYGroup 5