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Chapter 5- slide 1
Chapter 5- slide 2
Characteristics Affecting
Consumer Behavior
Factors Influencing Consumer Behavior
Chapter 5- slide 3
Characteristics Affecting
Consumer Behavior
Groups and Social Networks
Membership
Groups
Groups with
direct
influence
and to
which a
person
belongs
Aspirational
Groups
Groups an
individual
wishes to
belong to
Reference
Groups
Groups that
form a
comparison
or reference
in forming
attitudes or
behavior
Chapter 5- slide 4
Characteristics Affecting
Consumer Behavior
Groups and Social Networks
Chapter 5- slide 5
Characteristics Affecting
Consumer Behavior
Social Factors
Family is the most important consumerbuying organization in society
The groups, family, clubs, and organizations
that a person belongs to define his/her social
role and status
Chapter 5- slide 6
Characteristics Affecting
Consumer Behavior
Personal Factors
Personal
income
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Savings
Interest
rates
Chapter 5- slide 7
Characteristics Affecting
Consumer Behavior
Personal
Factors
Dominance
Autonomy
Defensiveness
Adaptability
Aggressiveness
Chapter 5- slide 8
Characteristics Affecting
Consumer Behavior
Maslows
Hierarchy of Needs
Chapter 5- slide 9
Chapter 5- slide 10
Chapter 5- slide 11
Chapter 5- slide 12
Chapter 5- slide 13
Information Search
Sources of Information
Personal sourcesfamily and friends
Commercial sourcesadvertising, Internet
Public sourcesmass media, consumer
organizations
Experiential sourceshandling, examining,
using the product
Chapter 5- slide 14
Chapter 5- slide 15
Chapter 5- slide 16
Chapter 5- slide 17
Chapter 5- slide 18
Awareness
Interest
Evaluation
Trial
Adoption
Chapter 5- slide 19
Compatibility
Divisibility
Complexity
Communicability
Chapter 5- slide 20