Consumer Markets & Buyer Behavior
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Transcript Consumer Markets & Buyer Behavior
Consumer Markets
& Buyer Behavior
ALEX TONE, DILLON FOSTER,
JANICE SAN NICOLAS, DANNY GIRARD,
ANTOINE COUTURIER
Agenda
Major forces influencing consumer behavior
Selected product: GoPro.
How marketers use forces to influence potential
customers
Reflection
Discussion Questions
Major Forces Influencing Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
Cultural Factors
Culture
Subculture
Culture is the most basic cause of a person’s wants and
behavior learned from family and other important
institutions.
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.
Social Factors
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.
Personal Factors
Self-Concept
Age
Possessions reflect a consumers identities
Life stage segmentation
Occupation
Marketing strategies specialized regarding occupations
Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitude
Product
GoPro Hero
Slogan: Be a HERO… GoPro
GoPro produces arguably the most versatile
cameras in the world, the famous HD Hero.
GoPro
http://www.youtube.com/watch?v=wZi6_xWVIMs
How marketers use those forces to
influence potential customers
Groups and Social Networks
Two key groups for GoPro:
Membership Group
Aspirational Group
How marketers use those forces to
influence potential customers
Brand Personality and Self Concept
Lifestyle
Extreme sports
Daily life
Maslow’s Hierarchy of Needs
GoPro fills:
Social needs
Esteem needs
Reflection
Discussion questions
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