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21 Cards in this Set
- Front
- Back
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Cultural Factors |
Culture, Subculture, Social Class |
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Culture |
set of basic values and behaviours as learned from society |
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Subculture |
shared value systems through common life experiences - chinese canadians, maritimers, aboriginals |
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Social Class |
Permanent and ordered divisions whose members share similar values, interests and behaviours |
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Social Factors |
Groups and Social Networks Roles and Status |
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Groups and Social Networks |
Through interaction such as word of mouth or the power of opinion leaders, these groups are often the target markets as well. |
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Family |
influence of husband, wife, and children. Who buys the items, women are not just the sole purchases of household items and men aren't the sole purchasers of tech and auto. How parents influence children and vice versa. |
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Roles and Status |
choosing products according to the roles they fill in family, clubs, or organizations. i.e. hockey mom, brand manager, golfer |
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Personal Factors |
Age and Life-cycle stage Lifestyle Personality and Self-concept |
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Age and Life-cycle phase |
consumption patterns change over peoples lifetimes. |
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Occupation |
People require different things for their line of work, i.e. work clothing |
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Economic Situation |
personal income, savings, and interest rates. consumption change in recession or unemployment. |
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Lifestyle |
Activities, interests, and opinions, i.e. surfing, environmentalism, travelling |
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Personality and Self-Concept |
Traits that a buyer desires and uses to create their own self image- sincerity, excitement, competence, sophistication, and ruggedness |
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Psychological Factors |
Motivation Perception Learning |
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Motivation |
Following Maslow's Hierarchy of Needs - physiological, safety, social, esteem, and self actualization. The drive of purchasing decisions. |
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Perception |
The way that we interpret the world around us through our senses. Selective Distortion and Selective Retention. |
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Perception - Selective Distortion |
interpreting information in a way that reinforces what they already believe |
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Perception - Selective Retention |
where consumers only remember the good points for the brands they favour |
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Learning |
Changes through experience. Good previous experience leads to desire for repetition, and they will remember the brand name. |
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Beliefs and Attitudes |
may be based on real knowledge, opinion, or faith. Consistent favourable or unfavourable feelings towards something. Very hard to change. |
