Escolar Documentos
Profissional Documentos
Cultura Documentos
Culture
Culture
= the learned values, perceptions, wants and
behaviours from family and other important institutions.
Try to spot cultural shifts
ex towards health and fitness lifestyle
hofstede
Subculture
= are groups of people within a culture with shared value systems
based on common life
experiences and situations.
Hispanic American
African American
Asian American
Mature consumers
Ex: nationalities, religions, racial groups and geographic regions
Social classes
= relatively permanent and ordered divisions in a society whose
members share similar
values, interests and behaviours.
Measured by a combination of occupation, income,
education, wealth and other variables
Social class
Personal factors
-
Lifestyle
= a persons pattern of living as expressed in his or her
psychographics.
Brand personality
=specific mix of human traits that may be attributed to a
particular brand
Self-concept
=peoples possessions contribute and reflect their identities
(we are what we have)
Psychological factors
-
Motivation
A motive = a need that is sufficiently pressing to direct the
person to seek satisfaction.
Motivation research
=qualitative research designed to probe consumers hidden,
subconscious motivations.
Uncover underlying emotions and attitudes towards brands and
buying situations
Perception
= the process by which people select, organise and interpret
information to form a
meaningful picture of the world from three perceptual
processes:
Selective attention
= the tendency for people to screen out most of the
information to which they are exposed.
Selective distortion
= the tendency for people to interpret information in a
way that will support
what they already believe.
Selective retention
= the tendency to remember good points made about a
brand they favour and forget good points about
competing brands.
Subliminal advertising
=affected by marketing messages without even knowing it
Learning
= the change in an individuals behavior arising from
experience and occurs through the interplay of
Drives
Stimuli
Cues
Responses
Reinforcement
A drive is a strong internal stimuli that calls for action
a drive becomes a motive when it is directed towards a
particular stimulus object
Cues are minor stimuli that determine when, where an how a
person responds
Beliefs and attitudes
Belief is a descriptive thought that a person holds about
something based on
Knowledge
Opinion
Faith
Attitudes describe a persons consistently favorable or
unfavorable evaluations, feelings and tendencies toward an
object or idea.
1) Need recognition
Occurs when the buyer recognizes a problem or need
triggered by:
o Internal stimuli
ex hunger
o External stimuli
ex advertisement
2) Information sources
Personal sourcesfamily and friends
Commercial sourcesadvertising, Internet
Public sourcesmass media, consumer organisations
Experiential sourceshandling, examining, using the
3) Evaluation of alternatives
= How the consumer processes information to arrive at
brand choices.
4) Purchase decision
= The act by the consumer to buy the most preferred
brand.
can be affected by:
o attitudes of others
2. opinion leader
= people in a reference group and their opinion will affect the rest of the
reference because they have special skills, knowledge, other characteristics..
=> they try to identify the opinion leaders and through this medium they try
to influence reference group ex become brand ambassadors (blogs)
Ex apple: lifestyle
dell: service, technology
HP:
All different atmosphere, whole branding is different