Mapa mental

CONSUMER

Brenda García Espanhol

Conteúdo do mapa

CONSUMER

REFERENCE GROUPS
- Group sharing general or specific values, attitudes, or behavior.
  - Membership Group
    - Symbolic group
      - An individual is not likely to receive membership
    - A person either belongs or would qualify for membership.
- Normative Reference Groups
  - FAMILY TELL YOU WHAT IS RIGHT OR WRONG
- Comparative Reference Groups
  - YOU SEE WHAT OTHERS HAVE
- Factors That Affect Reference Group Influence
  - INFORMATION AND EXPERIENCE
  - CREDIBILITY AND ATTRACTIVENESS, POWER
  - ATRACTIVENESS OF THE PRODUCT
  - INFORM, COMPARE, INFLUENCE, LEGITIMIZE
  - Friendship groups Shopping groups Work groups Virtual groups or communities Consumer-action groups
  - TESTIMONIAL, ENDORSEMENTS, ACTORS, SPOKEPERSON
- FAMILY
  - NUCLEAR FAMILY
  - EXTENDED FAMILY
  - SINGLE-PARENT FAMILY
  - FAMILY LIFE CYCLE
SOCIOECONOMICAL LEVEL
- SOCIAL CLASS
- SOCIAL COMPARISON THEORY
- SOCIAL STATUS
  - INCOME, EDUCATION, OCCUPATION
- The Measurement of Social Class
  - Subjective Measures
  - Objective Measures
    - SINGLE VARIABLE INDEXES
      - CHAPIN'S
        WHERE IS THE TV IN THE HOUSE?
    - Composite-Variable Index
      - Index of Status Characteristics (ISC)
      - Socioeconomic Status Score (SES)
      - Geodemographic Clusters
      - PRIZM (Potential Rating Index by Zip Market)
  - SEL rule 8x7
    - #ROOMS, #BATHROOMS, SHOWERS, SPOTLIGHTS, FLOOR, CARS, STOVE, EDUCATION
      - AB, C+,C,C-,D+,D,E
    - BUDGET DISTRIBUTION
      - AB-
      - c+
      - c-
      - D+
      - D
      - E
CULTURE AND SUBCULTURE
- A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
- SUBCULTURES BY AGE
  - Baby Boomers
    - 1946-1964
    - EFFORT TO LOOK YOUNG
    - YUPPIES
    - LIKE TO SHOP FOR THEMSELVES
  - Generation X
    - 1965-1979
    - SPEND LESS AND ARE OPTIMISTIC
    - EDUCATION IS BASIC
    - MTV GENERATION
  - Generation Y (Millennials)
    - Smart, sociable, environment conscious, open to new experiences.
    - Dedicate huge amount of their time to internet and social networks
    - Do not trust traditional marketing
  - The elderly
    - Based on the improvement of medical treatments and the longer life expectancy.
    - NEW AGE
      - See themselves as younger than their chronological age
      - Have a genuinely youthful outlook
      - Have greater self-confidence when it comes to making consumer decisions