Comportamiento del consumidor

Comportamiento del consumidor

1. Culture

   • Beliefs,Values,customs
     • Formal.informal,techincal learning
     • Enculturation
       • Acculturation
   • Symbol
     • Ritual
   • Content analisis,verbal or pictorical communication
     • FieldObservation
       • Rokeach Value Survey ,inventory of 18 terminal values

2. Subcultures

   • Cultural group ,identifiable segment
     • Subculture by age
       • Baby boomers
         • 1946-1964
           • WW2,Cold war
             • Empty nest,retirment
               • Feel,look young
                 • shop themselves,Yuppies
       • Generation X
         • 1965-1979
           • Spend less,education is basic
             • Read less,see more tv
               • No rush to marry, high rate divorce
         • AIDS, Mtv generation
       • Millenials
         • 1980.1994
           • smart,sociable
             • Internet ,social networks
               • Independent,double income

3. Reference Group

   • Membership group=belongs
     • Symbolic group=acts but doesnt belong
       • Regerence group-point comparisson
         • Normative gorup-general values
         • Comparative-benchmark behavior
         • Indirect-movie stars,politicians
         • INFORM,COMPARE,INFLUENCE,LEGITIMIZE
           • Family
             • Bcherlorhood,honeymooner,parenthood,post parent,dissolution
             • Nuclear family,extended,single parent,
         • Group appeals
           • Celebrities(testimonial,edorsment,actor,spokesperson)
             • Expert
               • The common man
                 • Executive spokesperson
                   • Trade or spokes-characters

4. Social Economic Level

   • Income,occupation,education
     • Subjective measure,own social class
       • Objective measures,questions of themselves
         • SIngle var.index-1 variable
           • Chapin¨s social status
             • rating of presence or absense
               • Index of status characteristics
                 • Occupation,source money,type house
                 • Socioeconomic status score
                   • occupation status,income,eduaction
                 • PRIZM-geographic and socioeconomic factors
                 • A/B-planning future
                   • C+ entretainment
                     • C practical life
                       • C- minimal practicity
                         • D+ basic sanitary conditions
                           • D Walls few services
                             • E , scarcity
           • Composite-variable Index-number os socieconomic variables

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