Consumer Behavior

Consumer Behavior

1. Cultural factors

   • Culture
     • Most basic cause of person's wants an behavior. A child learns basic values, perceptions, wants, and behavior from the family and other important institutions
   • Subculture
     • Include nacionalities, religions, racial groups, and geographic regions. Make up important market segments. Subculture groups include: Hispanic, African American, Asian, ans mature consumers.
   • Social Class
     • Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. Is determine by occupation, income, education, wealth, and other varables.
     • Social Factors
       • Groups
         • Two or more people who interact to accomplish individual goals.
         • Membership groups; the ones that have a directs influence and to which a person belongs.
         • Reference groups; serve as directs or indirects point od comparison.
         • Aspirational Groups; is the one to which thw individual wishes to belong.
       • Family
         • Can strongly influence buyers behavior, is the most important consumer buying organization in society, children have a strong influence on family buying decisions.
       • Roles and Status
         • A role consist of the activities people are expected to perform according to the persons around them. Each role carries a status reflecting the general esteem given to it by society
     • The seven major American social classes are ; Upper upper, Lowe upper, Upper middles, Middle, Working, Upper lowers, Lower lowers.
     • Personal Factors
       • Age and Life-Cycle Stage
         • People change the goods and services they buy over their lifetimes. Marketers often define their target markets in terms of life-cycle.
       • Occupation
         • A person's occupation affects the goods and services bought. Marketers try to identify the occupational groups.
       • Economic Situation
         • A person's economic situation will affect product choice. Marketers of income.sensitive goods watch trends in personal income.
       • Lifestyle
         • A person´s pattern of living as expressed in his or her activities, interests, and opinnions
           • Research firms have developed lifestyle classifications, the framework divides in 10 categories such us; fast fordward, new age nurturers, mouse potatoes, techno-strivers and hand shakers.
       • Personality
         • Refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one´s own enviroment.
     • Psychological Factors
       • Motivation
         • A need thatis sufficiently pressing to direct the person to seek satisfaction of the need.
       • perception
         • The process by which people select, organize, and interpret information to form a meaningful picture of the world
       • Learning
         • Changes in an individuals´s behavior arising from experience.
       • Beliefs and attitudes
         • A discriptive thought that a person holds about something.

2. consumer buyer process

   • need recognition
     • information search
       • evaluation alternatives
         • purchase decision
           • postpurchase behavior