Analyzing consumer markets - What influences consumer behavior?
6 important questions on Analyzing consumer markets - What influences consumer behavior?
By what is a customer's buying behavior influenced?
Cultural, social and personal factors.
What is a reference group? What different types are there?
- Membership groups: have a direct influence.
- Primary groups: continuously and informal interaction, e.g. family, friends
- Secondary groups: more formal en less continuous interaction, e.g. church religious, professional, trade-union groups. - Aspirational groups: those that a person hopes to join.
- Dissociative groups: those whose values or behavior an individual rejects.
In what 3 ways do reference groups influence an individual?
- Expose an individual to new behaviors and lifestyles
- Influence attitude and self-concept
- Create pressure for conformity that may affect product and brand choice.
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Explain the difference between role and status.
What is the difference between personality and brand personality?
- Personality: a set of distinguishable human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.
- Brand personality: a specific mix of human traits that we attribute to a particular brand.
What are core values?
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