CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

1. CULTURE

   • ENCULTURATION
     • LEARNING OF THE CULTURE OS ONE OWNS SOCIETY
   • ACCULTURATION
     • LEARNING OF A FOREIGN CULTURE
   • SUM OF
     • BELIEFS
       • VALUE THAT A PERSON ASSIGNS TO ANYTHING
         • IT COULD BE PRODUCTS, BRANDS STORES, ETC.
     • VALUES
       • ARE GUIDES FOR CULTURALLY PROPER BEHAVIOR OF A SOCIETY
         • THE VALUES CAN ALLOW YOU TO KNOW IMPORTANT INFORMATION OF YOUR CONSUMERS
     • CUSTOMS
       • DAILY BEHAVIORS OR ROUTINES
         • AS AN EXAMPLE, IF YOU KNOW THAT IN EGYPT SMOKE A LOT, CIGARETTES AND HOOKAHS PRODUCTS WOULD BE SELLED S LOT
   • REGULATE THE CONSUMER BEHAVIOR OF A PARTICULAR SOCIETY

2. SOCIO ECONOMICAL LEVEL

   • FORMED BY
     • OCCUPATION
     • EDUCATION
     • INCOME
     • OTHER VARIABLES
   • MEASURES
     • SUBJECTIVE MEASURES
       • MESURE BY THEMSELVES
     • OBJECTIVE MEASURES
       • MEASURED BY SOCIO ECONOMIC QUESTIONS
   • COMPOSITE-VARIABLE INDEXES
     • PRIZM
       • COMBINE GEOGRAPHIC WITH COCIOECONOMIC VARIABLES
     • GEODEMOGRAPHIC CLUSTERS
       • COMBINE GEOGRAPHIC WITH DEMOGRAPHIC VARIABLES
     • SOCIOECONOMIC STATUS SCORE
       • OCUPACIONAL STATUS
       • FAMILY INCOME
       • EDUCATIONAL ATTAINMENT
     • INDEX OF STATUS CHARACTERISTICS
       • INCOME
       • OCCUPATION
       • DWELLING AREA
       • HOUSE
   • CONSUMERS HAVE DIFERENT BEHAVIORS THAT DEPENDS ON THE SOCIAL CLASS THEY BELONG TO
     • KNOWING THEIR CHARACTERISTICS YOU CAN GUIDE YOUR PRODUCTS OR THE TYPE OF YOUR ADVERTISEMENTS

3. REFERENCE GROUPS

   • Characteristics
     • INFORM
       • THE INDIVIDUAL OF AN SPECIFIC PRODUCT
     • COMPARE
       • HIS BEHAVIOR WITH THE BEHAVIOR OF THE GROUP
     • INFLUENCE
       • TO ADOPT THE ATTITUDES AND BEHAVIOR OF THE GROUP
     • LEGITIMIZE
       • THE DECISION TO USE THE SAME PRODUCTS AS THE GROUP
   • REFERENCE GROUPS APEALS
     • CELEBRITIES
     • THE EXPERT
     • THE COMMON MAN
     • THE EXECUTIVE
     • SPOKES-CHARACTERS
   • SERVES AS A POINT OF COMPARISON FOR AN INDIVIDUAL
     • SO YOU CAN START A TENDENCY BY CONTROLLING SPECIFIC POWERFULL/ FOLLOWED/IMPORTANT PEOPLE
   • YOU CAN FOCUS YOUR MARKETING ON AN SPECIFIC KIND OF CONSUMER IN ORDER TO KNOW HOW A BIGGER GROUP THINK

4. SUBCULTURES

   • MAJOR SUBCULTUTAL CATEGORIES
     • NATIONALITY
     • RELIGION
     • GEOGRAPHIC REGION
     • RACE
     • AGE
     • GENDER
     • SOCIAL CLASS
   • CULTURAL SEGMENTS WITHIN A LARGER MORE COMPLEX SOCIETY
   • KNOWING THE SUBCULTURES ALLOWS YOU TO KNOW SPECIFIC INFORRMATION OF YOUT MARKET SEGMENT