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CONSUMER BEHAVIOR - Coggle Diagram
CONSUMER BEHAVIOR
C.B
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C.B MODEL
Marketers 4Ps
Customer's blackbox
- Psychological factors
- perception
- attitude
- personality
- motivation
- Social factors
- group
- culture
- social class
- family
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GROUP
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Reference gr: gr that the customers seek for advice, recommendation and suggestion when buying Sth
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SOCIAL CLASS
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Indicators:
- income
- occupation
- education
- place of residence
- Upper class : luxury goods
- Upper middle class
- Middle class
- Lower class: the majority of population
PERCEPTION
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Way to get perception
Make it easy to understand: BOLD key words, short
Easy to remember: repetition, place, timing
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PERSONALITY
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In MKT, we don't attempt to find "true" personality of customers. Instead of, we are interested in the personality that the customers want to display.
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CULTURE
is a set of belief, habits, values that are shared by a group people.
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FAMILY
includes people who related to blood, adoption and marriage
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Family cycle:
- Honey moon
- first child -> child's care
- 2 child -> education
- empty nest ( adults children leave home ) -> entertainment, healthcare and hobbies.
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