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What is the primary driver of a person's wants and behavior according to the text?
What is the estimated annual buying power of African-American consumers in the US?
What is the marketing strategy that incorporates ethnic themes and cross-cultural perspectives?
Which social class is considered the most affluent demographic segment in the US?
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What influences an individual's behavior, according to the text?
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What do marketers use to promote their brands?
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What determines an individual's social class, according to the text?
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Which demographic segment consists of over 55 million consumers in the US?
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What term is used to describe individuals who, due to their unique characteristics, exert social influence on others?
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What percentage of women make the majority of new technology purchases?
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What is the term used to describe the activities people are expected to perform in a particular situation?
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What is the estimated amount of spending influenced by kids and tweens annually?
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What is the name of the system used by Nielsen to place U.S. households into consumer segments based on affluence, age, and family characteristics?
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What factor affects the goods and services people purchase, as they change over their lifetimes?
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What is the primary consumer buying organization in society?
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What is the percentage of men who identify themselves as primary grocery shoppers in their households?
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What is the primary function of commercial sources in the consumer's decision-making process?
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What is the primary difference between consumer satisfaction and delight?
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What is the primary factor that influences the consumer's evaluation of alternatives?
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What is the primary outcome of a purchase decision that does not meet expectations?
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What is the primary role of personal sources in the consumer's decision-making process?
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What is the primary factor that can come between the purchase intention and the purchase decision?
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What is the primary outcome of a purchase decision that meets expectations?
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What is the primary process by which consumers evaluate purchase alternatives?
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Study Notes
Cultural Factors
Culture is the most basic cause of a person's wants and behavior
Marketers try to spot cultural shifts
Subcultures are groups of people with shared value systems based on common life experiences and situations
Examples of subcultures:
Hispanic market: over 55 million consumers
African-American market: over 44 million consumers with $1.3 trillion in annual buying power
Asian Americans: most affluent U.S. demographic segment
Total market strategy: including ethnic themes and cross-cultural perspectives in mainstream marketing
Social Classes
Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
Social class is determined by a combination of factors, including occupation, income, education, wealth, and other variables
Major American social classes:
Upper Class
Middle Class
Working Class
Lower Class
Social classes show distinct product and brand preferences in areas such as clothing, home furnishings, travel, and leisure activities, financial services, and automobiles
Social Factors
Groups and Social Networks:
Many small groups, including membership groups, aspirational groups, and reference groups, influence an individual's behavior
Opinion leaders exert social influence on others within a reference group
Online social networks are online communities where people socialize or exchange information and opinions
Family:
The family is the most important consumer buying organization in society
Family members influence each other's buying behavior
Roles and Status:
A role consists of the activities people are expected to perform
Each role carries a status reflecting the general esteem given to it by society
Personal Factors
Age and Life Stage:
People change the goods and services they buy over their lifetimes
Tastes in food, clothes, furniture, and recreation are often age-related
Buying is also shaped by the stage of the family life cycle
Occupation:
A person's occupation affects the goods and services they purchase
Economic Situation:
A person's economic situation will affect store and product choice
Information Sources:
Personal sources (family, friends, neighbors, acquaintances)
Commercial sources (advertising, salespeople, Web sites, dealers, packaging, displays)
Public sources (mass media, consumer-rating organizations, Internet searches)
Experiential sources (handling, examining, using the product)
Purchase Decision
Evaluation of Alternatives:
How consumers process information to arrive at brand choices
Depends on the individual consumer and the specific buying situation
Purchase Decision:
Generally, the consumer's purchase decision will be to buy the most preferred brand
Two factors can come between the purchase intention and the purchase decision:
Attitudes of others
Unexpected situational factors
Postpurchase Behavior
The difference between the consumer's expectations and the perceived performance of the item purchased determines the degree of consumer satisfaction
Cognitive dissonance, or discomfort caused by postpurchase conflict, occurs in most major purchases
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Description
This quiz covers the factors that influence consumer behavior, including cultural and subcultural factors, and how marketers analyze these factors to understand their target audience.
