CHAPTER 2-customer behavior pdf

PART 2:
CUSTOMER BEHAVIOR
(chapter 5+6)
Slide 5-18
Influences on the consumer purchase decision process
Sociocultural influence - Culture

Culture refers to the set
of values, ideas and
attitudes that are
learned and shared
among the members
of a group
Social
class
Subcultur
e
Culture
Slide 5-94
Social class is the relatively permanent,
homogeneous divisions in a society into
which people sharing similar values,
interests, and behavior can be grouped.
Social Class
Slide 5-95
Subcultures are subgroups within the
larger, or national, culture with unique
values, ideas, and attitudes
Subcultures
Subculture
SOUTHERN NORTHERN

Coffee Morning Evening
Thank you Emotionless Moved
Dressing Casual: Shorts, flip-
flops to Rex hotel
Motorbike taxi driver
in vest
Prosperity Spending a lot of
money
Having a lot of money
Weekend Eating – out Cooking together
Advertising Funny Polite
Money Input of business Saving
Culture
Sociocultural influence - Reference
Groups
People to whom an individual looks as a basis for
self-appraisal or as a source of personal standards.
Reference groupsMembership groupFamily, friendAspiration groupActors, singers,Dissociative groupMaintain distance
Word of Mouth
Sociocultural influence - Family
What is the difference in consumer behavior
between procreation and orientation family?
Slide 5-46888a
Slide 5-41
Word of mouth influence
Slide 5-93
The family life cycle describes the
distinct phases that a family progresses
through from formation to retirement,
each phase bringing with it identifiable

purchasing behaviors.
Family Life Cycle
Family life-cycle
Single
Married, no
children
Married, little
children
Married, mature
children
Old
Education, health care,
travelling,
entertainment
Furniture,
entertainment, gift
Insurance, product for
kids
Renew the furniture
Medication, health-
care, gift, travelling
New family trend

Late marriage

Less children

More divorce

More single people


More women go to work
PSYCHOLOGICAL INFLUENCES
Slide 5-22

Motivation

Personality

Perception
Slide 5-78
Motivation
Motivation is the energizing force that
stimulates behavior to satisfy a need.
Theory of Maslow and Sigmund
Freud
Motivation
•
Motivation is the energizing force that stimulates
behavior to satisfy a need
Perceived risk
Need
Perceived risk
Need
Slide 5-81
Perception
Perception is the process by which an
individual selects, organizes, and interprets
information to create a meaningful picture

of the world.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Selective
distortion
Selective
retension
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Slide 5-35
Personality
www.sric-bi.com to take
the survey what kind of
people you are and that
decides your shopping
style
SELF - CONCEPT