Marketing_L4(2013)

Lifestyle

A person’s pafern of living as expressed in his or her ac&vi&es, interests, and opinions.

Work, hobbies, shopping, sports, social events

food, fashion, family, recrea&on

about themselves, social issues, business, products

•  Lifestyle captures something more than the person’s social class or personality.

•  It profiles a person’s whole pafern of ac&ng and interac&ng in the world.

Lifestyle:

Triumph doesn’t just sell motorcycles;

it sells an independent,

“Go your own way” lifestyle.

Personality and Self-Concept

•  Personality refers to the unique psychological characteris&cs that dis&nguish a person or group.

•  Personality is usually described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.

Psychological Factors

A person’s buying choices are further influenced by four major psychological factors:

•  mo&va&on

•  percep&on

•  learning

•  beliefs and attudes

Mo7va7on

Mo&ve (drive)

A need that is su ciently pressing to direct the person to seek sa&sfac&on of the need.

Two of the most popular theories of human mo&va&on

The theory of Sigmund Freud

People are largely unconscious about the real psychological forces shaping their behavior.

Freud’s theory suggests that a person’s buying decisions are a ected by subconscious mo&ves that even the buyer may not fully understand.

Mo7va7on research

•  The term mo&va&on research refers to qualita&ve research designed to probe consumers’ hidden, subconscious mo&va&ons

•  Many companies employ teams of psychologists, anthropologists, and other social scien&sts to carry out mo&va&on research.

Maslow’s Hierarchy of Needs

Percep7on

The process by which people select, organize, and interpret informa&on to form a meaningful picture of the world.

A mo&vated person is ready to act. How the person acts is influenced by his or her own percep&on of the situa&on.

Five senses:

sight, hearing, smell, touch, and taste.