Chapter 5 To Know Flashcards
4 factors that affect consumer behavior
Cultural
Social
Personal
Psychological
3 cultural factors
Culture
Subculture
Social classes
The most basic cause of a person’s wants and behaviors
Culture
The culture of a group of people who share value systems based on common life experiences
Subculture
Society’s relatively permanent and ordered divisions whose members share similar values, interests and behaviors
Social classes
Three ethnic subcultures discussed in class
Hispanics
African-Americans
Asian Americans
Shopping is a family affair and brand names sell well with
Hispanics
Enjoy shopping more than other groups and are the most fashion conscious
African-Americans
The most brand conscious and tech savvy
Asian-Americans
The internet is this ethnic subcultures primary source of information
Hispanics
3 Social factors
Reference groups
Family/household
Roles and Status
Include ones person belongs to, wants to identify with aspirational or does not want to be identified with disassociative
Reference groups
The most important “group” for most consumer buying
Family/household
Expected activities
Role
Esteem given to role by society
Status
5 personal factors
Age and Life Cycle Stage Occupation Economic situation Lifestyle Personality and self-concept
People change the goods they buy over their lifetimes
Age and lifecycle stage
Influences the purchase of goods
Occupation bc if job is more casual or rigid
Some goods and services are especially income sensitive
Economic situation
Pattern of acting and interacting in the world (activities, interest, opinions)
Lifestyle (psychographics)
People’s possessions contribute to and reflect their identities
Personality and Self Concept
High in resources and innovation
Innovators
Low on resources and innovation
Survivors
Want to change the world
Ideals
Want to make a lot of money
Achievement
Want to be unique
Self expression
4 psychological factors
Motivation
Perception
Learning
Beliefs and attitudes
The needs that drive people
Motivation
The process by which people select, organize and interpret information
Perception
3 types of perception
Selective attention
Selective distortion
Selective retention
Changes behavior based on experience
Learning
Affect choices
Beliefs and attitudes
Descriptive thoughts
Beliefs
Likes and dislikes
Attitudes
Vals is an example of what kind of factor
Personal
Moderate incongruity
Not too easy but not too hard for our minds to figure out but in the middle
