Académique Documents
Professionnel Documents
Culture Documents
TYPES OF CONSUMERS
1: Personal Consumer
2 Organizational Consumer
Social Factors
Personal Factors
What is Culture?
Culture is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.
Subcultures
Nationalities
Geographic regions
Social Classes
Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers
Social Factors
Reference groups
Family
Social roles
Statuses
Reference Groups
Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups
Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect to its customers
Personal Factors
Age
Selfconcept Lifestyle Values Personality Life cycle stage
Occupation
Wealth
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
Motivation
Perception
Learning
Memory
Motivation
Maslows Hierarchy of Needs Behavior is driven by the lowest, unmet need Herzbergs Two-Factor Theory Behavior is guided by motivating and hygiene factors
Perception
Selective Attention
Selective Retention Selective Distortion Subliminal Perception
Sources of Information
Personal
Commercial
Public
Experiential
Perceived Risk
Functional Physical Financial Social
Psychological
Time
Buying Situation
Straight rebuy
Modified rebuy
New task
Buyers
Gatekeepers
Availability of alternatives
Importance of supply
Complexity of supply
The End