Decision making: spouse-dominant or joint

• spouse-dominant: husband or wife is mostly responsible(wives: groceries, toys, meds/ husbands: home and car maintenance)
• joint: decisions together, increases with education of couple (cars, vacations, home appliances)

1. information gatherer
2. influencer
3. decision maker
4. purchaser
5. user

Pre-teens and teens are taking control of most of these roles, therefore they are being heavily marketed to

1. Personal Influence
2. Refernece groups
3. Family
4. Social class
5. Culture and subculture

influenced by the views, opinions, or behaviors of others

the influencing of people during conversation; most powerful and authenic information source

are people to whom an individual looks as a basis for self-appraisal or source of personal standards.

• Membership group is one to which a person actually belongs, including frats, sororities, social clubs and family
• Aspiration group is one that a person wishes to be a member of or wishes to be identified with, such as a professional society
• Dissociative group is one that a person wishes to maintain a distance from because of the differences in values or behaviors

result from three sources: consumer socialization, passage thru the family life cycle and decision making(has its own card)

• Consumer socialization: people acquire the skills, knowledge, and attitues necessary to function as a consumer. Children learn by interacting with adults in purchase situations and through their own purchasing
• Family life cycle: distinct phases that a family progresses thru

may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing simlar values, interests and behavior can be grouped.

- occupation, source of income, education determine.

basis for identifying and reaching particularly good prospects for their products and services.

culture: refers to the set of values, ideas and attitues that are learned and shared amoung the members of a group (American, Latin America, Japanese)

subculture: subgroups within the larger, or national, culture with unique values, ideas and attitudes

(Hispanic, African American, Asian)

1. Motivation
2. Personality
3. Perception
4. Learning
5. Values, beliefs, and attitudes
6. Lifestyle

Motivation

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5 needs

is the energizing force that stimulates behavior to satisfy a need

5 needs

• physiological:basic to survive and must be satisfied 1st(H2O, food)
• safety:self-preservation as well as physical and fincial(freedom from harm, financial security)
• social: love and friendship( belonging)
• personal: achievement, status, prestige, self-respect
• self-actualization:personal fulfillment
  

a person's consistent behaviors or responses to recurring situations

Key traits

Learning

attitude: a learned predisposition to respond to an object or class of objects in a conssitently favorable or unfavorable way

personal values affect attitudes by influencing the importance assigned to specific product attributes

beliefs are a consumer's subjective perception of how a product or brand performs on different attributes

1. the purchase task: reason for engaging
2. social surroundings: other people present?
3. physical surrondings: decor, music
4. temporal effects: time of day
5. antecedent states: consumer mood & amount of cash on hand

which is the way people see themselves and the way they believe others see them

actual and ideal

is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

goal: is to identify and define both marketing problems and opportunities and generate and improve marketing actions