Professional Documents
Culture Documents
Chapter05 PDF
Chapter05 PDF
Chapter05 PDF
Buyer
I . Cultural Factors
Culture: Learned values, perceptions, wants (not needs!), behaviors. It is the most basic cause of a persons wants and behavior. Subculture: Sub-group within a culture with shared value systems based on common life experiences. (ethnic groups, mature consumers, etc.) i l Cl di i i of f people l in i a culture lt based b d on socio-economic i i S Social Class: division variables (occupation, income, education )
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Membership Aspirational
o o
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Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful picture. Selective Attention Selective Distortion (Comprehension) Selective Retention
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Involvement
effort and deliberation given to the purchase decision High Involvement
High g Involvement Significant differences between brands Few differences diff between brands
Low Involvement
Low Involvement
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5. Post-Purchase Behavior
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Step 3. Choice
No single g or simple p evaluation p process careful calculation & logical vs. impulse, intuition or habit
If there are not many choice alternatives and you rate a brand best on all attributes, choice would be easy.
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Choice
But Typically many alternatives
Only
Step 4. Purchase
Decision
some brands may be considered for purchase: Consideration Set
attitudes of others
Decision ?
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Cognitive Dissonance
di discomfort f caused d by b a post-purchase h conflict fli
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Fit the values and experiences of the target market? Difficult to understand or use?
Communicability
Early
Time of Adoption
Late
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