Individual Factors that Influence Consumer Behavior
occupation
Dickies makes rugged clothes for blue-collar workers
economic situation
Maxwell house targets lower-income consumers who can't afford Starbucks
attitudes
a person's relatively consistent evaluation toward some thing or idea; hard to change
personal factor includes
age and life-cycle stage, occupation, economic situation, personality
learning
changes in behavior rise from experience; a drive becomes a motive when it is directed toward a stimulus object; cues are stimuli that determine when, where and how a person might respond
cultural factor includes
cultures, subcultures, social class
beliefs
descriptive thought about something
social factor includes
family, reference groups, roles and status
reference groups
groups that serve to influence attitudes and buying behavior; opinion leaders are within these groups and exert special influence
family
most important group influence; wives have more influence on purchases outside the home and husbands have more influence on purchases inside the home
psychological factor includes
motivation, perception, learning, beliefs, attitudes
age and life-cycle stage
over people's lifetimes, their needs and purchases change
selective attention
people screen out most information they are exposed to, so ads must strike a strong chord with the target market
perception
process people use to select, organize and interpret information
personality
refers to relatively enduring psychological characteristics; marketers try to match the brand's to the target market's.
cultures
set of basic vales and behaviors shared by members of society; most basic cause of a person's wants and behaviors learned while growing up; health shift creating opportunities for fitness companies
subcultures
smaller groups within a culture that have shared value systems; fastest growing subsegment is Latino(a)s, and mature consumers love cosmetics and health foods to look younger
social class
society's ordered divisions whose members share values and behaviors; occupation is the most important determinant
motivation
subconscious; difficult to uncover; sufficient need to trigger the person to satisfy it
selective retention
tendency to retain only information that supports existing attitudes and beliefs
roles and status
the persons role and status within a group may influence buying behavior
selective distortion
the tendency for people to interpret information in a way that conforms to their prior beliefs