Marketing_L4(2013)

Content for today

Consumer Markets and

Consumer Buyer Behavior

•  Model of Consumer Behavior

•  Characteris&cs A ec&ng Consumer Behavior

•  Types of Buying Decision Behavior

•  The Buyer Decision Process

•  The Buyer Decision Process for New Products

“The human mind doesn’t work in a linear way”

Model of Consumer Behavior

Characteris&cs A ec&ng

Consumer Behavior

Culture Factors

Culture

The set of basic values, percep&ons, wants, and behaviors learned by a member of society from family and other important ins&tu&ons.

Subculture

A group of people with shared value systems based on common life experiences and situa&ons. Subcultures include na&onali&es, religions, racial groups, and geographic regions.

Targe&ng Hispanic Americans:

Burger King sponsors an annual family-oriented FUTBOL KINGDOM na&onal soccer tour in eight major Hispanic markets across the United States.

P&G’s roots run deep in targe&ng African American consumers. For example, its Cover Girl Queen La&fah line is specially formulated ”to celebrate the beauty of women of color.”

Targe&ng Asian Americans:

State Farm has developed comprehensive adver&sing, marke&ng, and public rela&ons campaigns that have helped it to gain significant brand equity among Asian American consumers.

Targe&ng mature consumers:

In this AARP magazine ad, Jeep targets the mature consumers who see themselves as anything but elderly. “The grandkids

say I’m ‘really cool now,’ but what they don’t know is, I always was.”