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The Consumer Audience

Lecture 7

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RecapI. CognitionII. The Affective or Emotional

ResponseIII. AssociationIV. PersuasionV. Behavior

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Chapter Outline

I. Chapter Key PointsII. How Does Consumer Behavior Work?III. Cultural and Social Influences on Consumer

DecisionsIV. Psychological Influences that Motivate ConsumersV. Behavioral Influences on Consumer DecisionsVI. The Consumer Decision ProcessVII. Segmenting and Targeting

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Key Points• Assess cultural and social influences on consumer

responses• Demonstrate how psychological influences motivate

customers• Explain the behavioral characteristics that describe

consumer responses• Describe how the consumer decision process works• Differentiate between segmenting and targeting and

trace these tools to their sources

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How Does Consumer Behavior Work?

• Consumer behavior– Describes how individuals or groups select,

purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors

• Consumer audience– People who buy or use products to satisfy their

needs and wants• Customers– People who buy a particular brand or patronize

a specific store

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Influences on Consumer Decision Making

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Social and Cultural InfluencesCulture

• Tangible items and intangible concepts that together define a group of people or a way of life– Norm: rules that are learnt through

social interaction that specify and prohibit certain behaviour.

– Values: represent our belief system.– Subcultures

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Play…• Haleeb Ahtaram-e-Ramadan Ad

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Social and Cultural InfluencesSocial Class

• The position a person and his/her family hold within society

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Play…• Unbreakable by Toyota Hilux

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Social and Cultural Influences Reference Groups

• A group of people who are used as a guide for behavior in specific situations– Inner directed vs outer directed

• Functions: Provide information, means of comparison, and offer guidance.

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Play…• The World of Rolex

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Social and Cultural InfluencesFamily

• Two or more people who are related by blood, marriage, or adoption and live in the same household

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Social and Cultural Influences

Demographics• The statistical,

personal, social, and economic characteristics that describe a population

Characteristics• Age• Gender• Race and ethnicity• Education• Occupation• Income• Geography

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Play…• Expensive by TMF From Daily Videos

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SummaryI. Chapter Key PointsII. How Does Consumer Behavior

Work?III. Cultural and Social Influences on

Consumer Decisions