Microculture & Decision Making Flashcards
Types of Microculture
- Hierarchical Nature of Culture
- Social Stratification
- Slavery
- Caste System
- Class System
is a societal structure where power and authority are distributed in distinct levels, creating a clear chain of
command and established (Ex. Military, Corporate, Family)
Hierarchical Nature of Culture
This refers to a way society’s categorization of its people into groups based on socioeconomic factors.
Social Stratification
People are enslaved based on factors like race, not crimes they committed or debts they owed.
Slavery
It is a social structure where people are born into a social class and have limited social mobility.
Caste System
People are divided into classes based on factors like wealth, education, and influence.
Class System
It is a distinct culture
shared by a small
group of people. (Ex.
School, Workplace,
Community)
Microculture
Cultural Factors Affecting Consumer Behavior
Cultural Adaptation
Microculture and Consumer Behavior
- Age-based group
- Religious Subgroups
- Ethnic Minority
- Social Clubs
- Professional Minorities
consist of individuals
grouped together by shared life stage, or generation
Age-based group
These subgroups can be quite diverse in terms of
their lifestyle and values, which influences their consumer behavior.
Religious Subgroups
These groups often maintain their own customs and
values while also being part of the larger society.
Ethnic Minorities
These are informal or formal organizations formed
by individuals with similar interests or hobbies.
Social Clubs
These could include groups like tech
workers, educators, healthcare professionals, or creative industries.
Members often share knowledge, work-related experiences, and skills.
Professional Minorities
Refers to the purchasing decisions, habits, and
preferences of individuals when it comes to the
products and services they buy. Understanding
these trends is essential for brands aiming to stay
competitive.
Consumer Behavior
Key factors contributing to consumer behavior trends
- Psychological factors
- Social factors
- Cultural factors
- Personal factors
- Economic factors
- Technological factors
Trends currently influencing consumer behavior:
- Influence of Social Media and Influencers
- Experience over Material Goods
- Sustainability focus
- Health and Wellness Trends
- Personalization
- Digital convenience
Basic Consumption Process and Decision Making - DECISION MAKING
It refers to the process consumers
go through when choosing whether
to purchase or not a product or
service.
Basic Consumption Process
- Need Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Post-Purchase Evaluation
Recognizes the need for a
service or product
Need Recognition
Gathers information
Compares options to
similar alternatives
Information Search
Compares options to
similar alternatives
Evaluation of Alternatives
Makes the actual
purchase/decision
Purchase Decision
Reflects on the
purchase/decision they made
Post-Purchase Evaluation
Categories in Consumer
Search Behavior
- Complex Purchasing Behavior
- Dissonance-Reducing Purchasing Behavior
- Habitual Buying Behavior
- Variety-Seeking Behavior
People are deeply involved in the
purchase process, conducting
extensive research before
making purchase
Complex Purchasing Behavior
consumer is involved in a purchase but has trouble
deciding between brands. This can lead to feelings of
uncertainty and regret, also known as buyer’s
remorse.
Dissonance-Reducing Purchasing Behavior
Consumers purchasing
products for their daily
routines.
Habitual Buying Behavior
People usually buy different products not
because they are unhappy, but because they
want to explore variety.
Variety-Seeking Behavior
How good something is. _______ is
about whether something meets
our expectations and gives us
what we need.
Quality
The Role of Quality in search process
- Meets your needs
- Is Reliable
- Is Durable
- Is Safe
- Provides Good Value
