1. Consumer Behavior Marketing: Chapter 5

2. Interpersonal Determinants of Consumer Behavior Cultural Influences Social Influences Family Influences

3. Cultural Influences Values, beliefs, preferences, tastes, handed down from previous generations Cultural values change, basic core values do not Ethnocentrism- tendency to view your own culture as the norm

4. International Perspective Successful marketing strategies in one country may not work in another country.

5. US Population

6. Subcultures: Based on factors such as race, nationality, age, rural vs. urban, sex, religion, & geographical distribution Groups with their own distinct modes of behavior.

7. Hispanic American More Disposable Income Than Any Other Minority Group Large, Fast Growing Market Younger Median Age Concentrated in CA, FL, NY, & TX, NM Larger households Acculturation Degree that newcomers have adapted to US culture

8. African American Family structure differs Make More Shopping Trips Per Year Purchase Beauty Supplies, Automotive Supplies & Electronics Students Buy Technology Products, Purchase Online Marketers use different approaches

9. Asian American Two dozen ethnic groups Chinese, Japanese, Indians, Koreans, Filipinos, Vietnamese with their own language, religion, and values.

10. Benetton Also Has Been Successful Extending Strategies Across Subcultures

11. Social Influences Norms Asch phenomenon People tend to conform to majority rule even if it goes against beliefs Impact of group on behavior Reference Groups Social Classes Opinion Leaders

12. Family Influences Autonomic Equal # of decisions by both. Sometimes he decides, sometimes she does Husband Dominant Wife dominant Syncratic Decisions made together Children & Teenagers

13. Personal Determinants Needs & Motives Maslow’s Hierarchy of Needs Physiological Safety Belongingness or social Esteem Self - actualization Continued

15. Appealing to social needs. Appealing to self-actualization.

16. Perceptions Perceptual screens Subliminal Perception Attitudes Self Concept Personal Determinants

17. Overcoming Selective Perception

18. Consumer Decision Process Problem Recognition Search Evaluation of Alternatives Purchase Decision Post- Purchase Evaluation