Social Class and Consumer Behavior Social Class and Social Status n      Status is frequently thought of as the relative rankings of members of each social class n      wealth n      power n      prestige Status Consumption The process by which consumers actively ...

Communication and Consumer Behavior Elements of the Communications Process ®  The Message Initiator (the Source) ®  The Sender ®  The Receiver ®  The Medium ®  The Message ®  The Target Audience (the Receivers) ®  Feedback - the Receiver’s Response Ad ...

Consumer Learning Importance of Learning l   Marketers must teach consumers: –   where to buy –   how to use –   how to maintain –   how to dispose of products Learning Theories l    Behavioral Theories: Theories based on the premise that learning ...

Consumer Perception Elements of Perception •      Sensation •      Absolute threshold •      Differential threshold •      Subliminal perception Absolute Threshold •      The lowest level at which an individual can experience a sensation. •      The point at which a person can detect a ...

Personality and Consumer Behavior The Nature of Personality n   Personality reflects individual differences n   Personality is consistent and enduring n   Personality can change Theories of Personality n    Freudian theory u  Unconscious needs or drives are at the heart of human ...

Market Segmentation Three Phases of Marketing Strategy l    Phase 1: Market Segmentation l    Phase 2: Target Market and Marketing Mix Selection l    Phase 3: Product/Brand Positioning “Best” Customer Segmentation Demographic Segmentation l    Age l    Sex l    Marital Status l    Income, ...

Consumer Research Quantitative Research •     Descriptive in nature. •     Enables marketers to “predict” consumer behavior. •     Research methods include experiments, survey techniques, and observation. •     Findings are descriptive, empirical and generalizable. Qualitative Research •     Consists of depth interviews, focus groups, ...

Consumer Behavior:  Its Origins and Strategic Appliances Why Study Consumer Behavior? •      What consumers think of our products and those of our competitors. •      What they think of possible improvements in our products. •      How they use our products. •      ...

Reference Groups and Family Influences What is a Group? •      Two or more people who interact to accomplish either individual or mutual goals •      A membership group is one to which a person either belongs or would qualify for membership ...

Consumer Attitude Formation and Change What are Attitudes? •      The attitude “object” •      Attitudes are a learned predisposition •      Attitudes have consistency •      Attitudes occur within a situation The Tricomponent Model •      Cognitive Component l    The knowledge and perceptions that ...