Ch 5

Consumer Behavior

Marketing: Chapter 5

Interpersonal Determinants of Consumer Behavior• Cultural Influences• Social Influences• Family Influences

Cultural Influences

• Values, beliefs, preferences, tastes, handed down from previous generations

• Cultural values change, basic core values do not

• Ethnocentrism- tendency to view your own culture as the norm

International Perspective

• Successful marketing strategies in one country may not work in another country.

US Population

0

10

20

30

40

50

60

70

Hispanic African Asian White Other

2006 2050

Subcultures:

Based on factors such as race, nationality, age, rural vs. urban, sex, religion, & geographical distribution

Groups with their own distinct modes of behavior.

Hispanic American

• More Disposable Income Than Any Other Minority Group

• Large, Fast Growing Market• Younger Median Age• Concentrated in CA, FL, NY, & TX,

NM• Larger households• Acculturation

• Degree that newcomers have adapted to US culture

African American

• Family structure differs• Make More Shopping Trips Per

Year• Purchase Beauty Supplies,

Automotive Supplies & Electronics• Students Buy Technology Products,

Purchase Online• Marketers use different approaches

Asian American

• Two dozen ethnic groups• Chinese, Japanese, Indians,

Koreans, Filipinos, Vietnamese with their own language, religion, and values.

Benetton Also Has Been Successful Extending Strategies Across Subcultures

Social Influences• Norms• Asch phenomenon

• People tend to conform to majority rule even if it goes against beliefs

• Impact of group on behavior• Reference Groups• Social Classes• Opinion Leaders

Family Influences• Autonomic

• Equal # of decisions by both. • Sometimes he decides, sometimes she

does

• Husband Dominant• Wife dominant• Syncratic

• Decisions made together

• Children & Teenagers

Personal Determinants

• Needs & Motives• Maslow’s Hierarchy of Needs

• Physiological• Safety• Belongingness or social• Esteem• Self - actualization

Continued

Appealing to social needs.

Appealing to self-actualization.

• Perceptions• Perceptual screens

• Subliminal Perception• Attitudes• Self Concept

Personal Determinants

Overcoming Selective Perception

Consumer Decision Process• Problem Recognition• Search• Evaluation of

Alternatives• Purchase Decision• Post- Purchase

Evaluation