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Consumer Behavior. I ntroduction …. Lec . 2. Harcourt, Inc. Factors Influencing Consumer Behavior. Culture. Most basic cause of a person's wants and behavior. Factors Affecting Consumer Behavior:. Subculture
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Consumer Behavior Introduction … Lec. 2 Harcourt, Inc.
Culture • Most basic cause of a person's • wants and behavior. Factors Affecting Consumer Behavior: • Subculture • Groups of people with shared value systems based on common life experiences. • Social Class • People within a social class tend to exhibit similar buying behavior. • Occupation • Income • Education • Wealth
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. Cultural Influences
Socialization: The process of absorbing a culture Consumer Socialization: When socialization is applied to marketing and consumer behavior. Cultural Influences
Values • 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.
Values • 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
Subcultures • The norms and values of specific groups or subcultures within a society.
Subcultures • Demographic characteristics used to identify subcultures: • Nationality- Hispanics, Italians • Race- African-American, American Indian, Asian • Region- New England, the South • Age- Elderly, teenager
Social Class Influences • Social Classes: • Relatively homogeneous divisions within a society that contain people with similar values, needs, lifestyles, and behavior.
Groups • Membership • Reference Factors Affecting Consumer Behavior:Social • Family • Husband, wife, kids • Influencer, buyer, user Social Factors Roles and Status
Reference Groups: • Those others look to for help and guidance including friends, co-workers, and others.
Family Influences and the Family Life Cycle • Family influences play two important roles in: • The socialization of people. • Affecting individual purchase decisions.
Family Influences and the Family Life Cycle • 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
