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Consumer Markets & Buyer Behavior

Consumer Markets & Buyer Behavior. Alex Tone, Dillon Foster, Janice San Nicolas, Danny Girard, Antoine Couturier. Major forces influencing consumer behavior Selected product: GoPro . How marketers use forces to influence potential customers Reflection Discussion Questions.

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Consumer Markets & Buyer Behavior

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  1. Consumer Markets & Buyer Behavior Alex Tone, Dillon Foster, Janice San Nicolas, Danny Girard, Antoine Couturier

  2. Major forces influencing consumer behavior Selected product: GoPro. How marketers use forces to influence potential customers Reflection Discussion Questions Agenda

  3. Cultural Factors Social Factors Personal Factors Psychological Factors Major Forces Influencing Consumer Behavior

  4. Culture • Culture is the most basic cause of a person’s wants and behavior learned from family and other important institutions. • Subculture • Groups of people with shared value systems based on common life experiences and situations. • Social classes • Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Cultural Factors

  5. Groups and Social Networks • Membership Groups • Aspiration Groups • Reference Groups • Family • Family is the most important influence in consumer buying behavior. • Roles and Status • Person’s position in the group they belong to. Social Factors

  6. Self-Concept • Possessions reflect a consumers identities • Age • Life stage segmentation • Occupation • Marketing strategies specialized regardingoccupations Personal Factors

  7. Motivation Perception Learning Beliefs and Attitude Psychological Factors

  8. GoPro Hero Slogan: Be a HERO… GoPro GoPro produces arguably the most versatile cameras in the world, the famous HD Hero. Product

  9. http://www.youtube.com/watch?v=wZi6_xWVIMs GoPro

  10. Groups and Social Networks Two key groups for GoPro: • Membership Group • Aspirational Group How marketers use those forces to influence potential customers

  11. Brand Personality and Self Concept • Lifestyle • Extreme sports • Daily life How marketers use those forces to influence potential customers

  12. GoPro fills: • Social needs • Esteem needs Maslow’s Hierarchy of Needs

  13. Reflection

  14. 1. In your own opinion, which of the four major forces affects consumer behavior the most? • a. Cultural factors • b. Social factors • c. Personal factors • d. Psychological factors 2. What is driving the Apple consumers’ behavior in your own opinion from the video? http://www.youtube.com/watch?v=rRwcIumf-mI Discussion questions

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