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