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ANALYZING CONSUMER MARKETS
Presented bySony Kusumasondjaja, SE., MCom.
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What Influences Consumer Behavior?
CULTURAL FACTORS
SOCIAL FACTORS
PERSONAL FACTORS
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CULTURAL FACTORS
CULTURE
fundamental determinant of a persons wants andbehavior
SUBCULTURE
more specific identification and socialization(nationality, religion, racial groups, geographicregions)
SOCIAL CLASSrelatively homogenous and enduring divisions in asociety and whose members share similar values,interests, and behavior
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Characteristics of Social Classes
Those within each class tend to behave morealike than persons from different classes
Persons are perceived as occupying inferior orsuperior positions according to social class
Social class is indicated by a cluster ofvariables (occupation, income, education, value
orientation) rather by any single ones Individuals can move up or down the social-
class ladder during their lifetimes
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SOCIAL FACTORS
REFERENCE GROUP
FAMILY
SOCIAL ROLES & STATUS
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REFERENCE GROUPS
RG consists of all the groups that have a director indirect influence on his/her attitudes orbehavior
Membership Groups (Primary & Secondary)
Aspirational & Dissociative Groups
Opinion Leader
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PERSONAL FACTORS
AGE & STAGE IN LIFE-CYCLE
OCCUPATION & ECONOMICCIRCUMSTANCES
PERSONALITY & SELF-CONCEPT
LIFESTYLE & VALUES
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KEY PSYCHOLOGICAL FACTORS
MOTIVATION
PERCEPTION
LEARNING MEMORY
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MOTIVATION
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PERCEPTION
The process by which an individual selects,organizes, and interprets information inputs to
create a meaningful picture of the world Perceptions can vary widely among individuals
exposed to the same reality
In marketing, perceptions are more importantthan the reality
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LEARNING
Learning involves changes in an individualsbehavior arising from experience
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THE BUYING DECISION PROCESS
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Level of Consumer Involvement
HIGH INVOLVEMENT PRODUCT
LOW INVOLVEMENT PRODUCT
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Low Involvement Marketing Strategy
Link the product to some involving issues
Link the product to some personal situation
Design advertising to trigger strong emotionsrelated to personal values
Add an important feature
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VARIETY-SEEKING BEHAVIOR
Low involvement but significant branddifferences
It is not because of dissatisfaction Solutions:
Dominating the shelf space (Market Leader)
Offering low price or discounts (Challenger)