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Consumer Analysis

Consumer Analysis. Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle , Sarah Hirschmann , Tyler Darke BUS 306 – 01 Fundamentals of Marketing September 26, 2013. Agenda. Influence Overview Product Introduction Cultural Influences Social Influences Reflection.

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Consumer Analysis

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  1. Consumer Analysis Group 2: Carly Jones, Hyunsoo Kim, Ina Koelle, Sarah Hirschmann, Tyler Darke BUS 306 – 01 Fundamentals of Marketing September 26, 2013

  2. Agenda • Influence Overview • Product Introduction • Cultural Influences • Social Influences • Reflection

  3. Influences on Consumer Behavior • Cultural: culture, subculture, social class • Social: groups and social networks, family, roles and status • Personal: age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept • Psychological: motivation, perception, learning, beliefs and attitudes

  4. Apple iPhone • Popular • Well-Known • Broad Range of Users • Creative • Successful • Social Media Tool

  5. Culture • Cultural Influences • Shape values • Determine human behavior • Different cultures have different values • American values: success, individualism, freedom • Marketers look for cultural shifts

  6. Cultural Influences • Subculture • Hispanic-American Consumers • African-American Consumers • Asian-American Consumers • Cross-Cultural Marketing • Appeals to consumer similarities across subcultures rather than differences

  7. Social Influences • ReferenceGroups • Serve as face-to-face or indirect points of comparison or reference • Marketers try to identify the reference groups of their target markets • Reference groups expose a person to • New behaviors • Lifestyles • Influence the person’s attitudes • Self-concept

  8. Social Influences • Word-of-mouth influence • Powerful impact on consumer buying behavior • Recommendations from friends are more credible than commercial sources • Most happen naturally

  9. Social Influences • Family • Family members can strongly influence buyer behavior • Roles and Status • Factor into purchasing decisions

  10. Social Classes • Upper and Middle Class • Identify with luxurious and trendy products • Spend more money on products to maintain a distinct class difference • Higher disposable incomes = More purchasing power = Ability to purchase high-end products • Lower Class • Lower disposable incomes = Less purchasing power = Inability to purchase high-end products

  11. Social Networks • Online social networks • Blogs, social networking websites, other online communities • People socialize and share information and opinions

  12. Reflection • Cultural groups: form a basis of group identity • Social groups: act as a form of peer pressure • Marketers value this information when deciding on a target market

  13. References • Darrell, E.  Forrester: iPhone App Users Young And Wealthy, Android App Users Skew Older. TechCuhrch. Retrieved from http:// techcrunch.com/2012/09/26/forrester-iphone-app-users-young- and-wealthy-android-app-users-skew-older/ • Moreni, Edoardo. (2012). Building a Brand – The Apple Case, Retrieved September 25, 2013, from http://greatpreneurs.com/building-a- brand-the-apple-case/ • Kotler, P., & Armstrong, G. (2013). Principles of Marketing (Ed.15) (p. 140,141,143-145).Upper Saddle River, NJ: Prentice Hall • Letterrip.net.(2013). No Bad Days Family, Retrieved September 25, 2013, from http://www.letterrip.net/Family/Family%20Main%20Page.htm

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