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Model of Consumer Behavior - Coggle Diagram
Model of Consumer Behavior
Consumers make many buying decisions every day, and the buying decision is the focal point of the marketer s effort.
Groups and Social Networks.
Many small groups influence a person s behavior. Groups that have a direct influence and to which a person belongs are called membership groups
The human mind doesn t work in a linear way,
Culture. Culture is the most basic cause of a person s wants and behavior. Human behavior is largely learned. Growing up in a society, a child learns basic values, perceptions, wants, and behaviors from the family and other important institutions.
Subculture
Subculture. Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. Subcultures nclude nationalities, religions, racial groups, and geographic regions.
In recent years, many companies have developed special products, appeals, and marketing programs for African American consumers. For example, P&G s roots run deep in this market. Procter & Gamble currently spends six times more on media targeting black consumers than it did just five years ago, and nearly twice as much as the second-place spender.
Social Class. Almost every society has some form of social class structure. Social classes are society s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
Marketers of brands subjected to strong group influence must figure out how to reach opinion leaders
Opinion leader
: Person within a reference group who because of special skills, knowledge, personality, or other characteristics exerts social influence on others.
Over the past few years, a new type of social interaction has exploded onto the scene online social networking Online social networks
Online social networks Online social communities blogs, social networking Web sites, or even virtual worlds where people socialize or exchange information and opinions
Family.
Family members can strongly influence buyer behavior. The family is the most important consumer buying organization in society, and it has been researched extensively. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services
Roles and Status
. A person belongs to many groups family, clubs, organizations.The person s position in each group can be defined in terms of both role and status A role consists of the activities people are expected to perform according to the persons around them. Each role carries a status reflecting the general esteem given to it by the society
Personal Factors
A buyer s decisions also are influenced by personal characteristics such as and personality and self-concept.
Age and Life-Cycle Stage. People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related.
Economic Situation. A person s economic situation will affect his or her store and product choices. Marketers watch trends in personal income, savings, and interest rates. In the face of the recent recession, most companies are taking steps to redesign, reposition, and reprice their products.
Lifestyle. People coming from the same subculture, social class, and occupation may have quite different lifestyles.
Personality and Self-Concept. Each person s distinct personality influences his or her buying behavior. Personality refers to the unique psychological characteristics that distinguish a person or group.
Psychological Factors A person s buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes