CHAPTER 6

CHAPTER 6

1. CULTURAL INFLUENCES

   • CULTURE AND VALUES
     • is the set of values, norms, and attitudes
     • are transmitted from one generation to the next
     • “value” can refer to an enduring belief shared by a society
   • SUBCULTURE
     • is a homogeneous group of people who share elements of the overall culture
     • marketers can design special marketing to serve their needs.
   • SOCIAL CLASS
     • is a group of people who are considered nearly equal in status or community esteem
     • regularly socialize among themselves both formally and informally

2. INDIVIDUAL INFLUENCES

   • GENDER
     • Physiological differences between men and women result in many different needs
     • distinct cultural, social, and economic roles
     • Women account for a large percentage of purchase decisions in some key categories, while men are the predominant decision makers in others
   • AGE AND FAMILY LIFE CYCLE
     • A consumer’s age and family life cycle stage can have a significant impact on his or her behavior
     • How old a consumer is generally indicates what products he or she may be interested in purchasing
     • Marketers often define their target markets in terms of family life cycle
   • PERSONALITY, SELF-CONCEPT AND LIFESTYLE
     • Personality is a broad concept that can be thought of as a way of organizing and grouping how an individual typically reacts to situations.
     • self-perception, is how consumers perceive themselves
     • Marketers also consider self-concept important because it helps explain the relationship between individuals’ perceptions of themselves and their consumer behavior.

3. SOCIAL INFLUENCES

   • REFERENCE GROUPS
     • consists of all the formal and informal groups that influence the buying behavior of an individual
     • can be categorized very broadly as either direct or indirect
     • are particularly powerful in influencing
   • OPINION LEADERS
     • persons who influence others
     • is important for marketing managers to persuade such people to purchase their goods or services
     • marketers are looking to social media to find opinion leaders
   • FAMILY
     • is the most important social institution for many consumers
     • family is responsible for passing down of cultural values and norms to children
     • Marketers consider family purchase situations along with the distribution of consumer and decision

4. PSYCHOLOGICAL INFLUENCES

   • PERCEPTION
     • process by which we select, organize, and interpret these stimuli into a meaningful and coherent picture
     • We act based on perceptions that may or may not reflect reality
     • use selective exposure to decide which stimuli to notice and which to ignore
   • MOTIVATION
     • is the driving force that causes a person to take action to satisfy specific needs.
     • marketers can analyze the major forces influencing consumers to buy or not buy products
     • eeds become motives when they are aroused sufficiently
   • LEARNING
     • is the process that creates changes in behavior through experience and practice
     • Experiential learning occurs when an experience changes your behavior
     • Conceptual learning is not acquired through direct experience but based on reasoning