Page 306 - Introduction to Business

280 PART 3 Marketing

EXHIBIT 8.2 promotion, need to understand the process
through which consumers learn.
Determinants of Consumer Behavior
Perception refers to the cues, or stimuli, that
we are exposed to from our physical surround-
ings and how we respond to them. Much per-
ception is selective. For example, we seek out
Culture and subculture Social class ignore that which does not. An understanding of
and notice information that interests us and

perception is important; for example, it explains
Motivation
why consumers are resistant to advertising that
tries to get them to switch from a familiar prod-
Perception
uct or service to a new one.
Motives deal with our needs. Physical needs
involve survival requirements, such as food,
CONSUMER drink, shelter, and efforts to protect ourselves
Learning from harm. Social needs involve acceptance by

family and friends and trying to achieve status
Attitude
Other reference groups way of acting toward a given object or idea. Mar-
Self-concept above others. Self needs refer to the striving for
satisfaction. Attitudes involve our consistent
keters want to know what consumers’ attitudes
Family
are toward their products, brands, and company.
A person’s self-concept is made up of four
components: self-image, the way we see our-
selves; ideal image, the way we would like to be;
Sociological factors
looking-glass self, the way we think others see us;
Psychological factors
and real self, the way we really are. The posses-
perception The awareness of cues or sions we own and the activities we pursue are a reflection of our self-concept. Mar-
stimuli from the physical surroundings keters will try to match, through product design, pricing, advertising, packaging,
that affect what, why, and how and so on, the image their product has with consumers’ self-images. For example,
consumers purchase goods and
services Volvo’s design and marketing effort for many of its models portray a safety image
attitudes Consistent ways of acting that will resonate well with purchasers who regard themselves as being cautious,
that determine what, why, and how deliberative, and protective.
consumers purchase goods and
services
Sociological Factors. While psychological aspects of consumer markets tend
self-concept The combination of self-
image, ideal image, looking-glass self to focus on individuals, sociological factors look at individuals in group settings.
and real self that determines what, Reference groups are groups individuals belong to or would like to belong to. The
why, and how consumers purchase family is probably the most important reference group for most of us and will
goods and services
strongly influence the attitudes, beliefs, and actions of its members. Parents will act
sociological factors Group-related
variables that affect what, why, and as purchasing agents for children. Frequently, the entire family will act jointly in
how consumers purchase goods and buying such items as housing, food, vacations, and automobiles. What we learn
services about consuming in a family setting often stays with us forever. Other reference
reference groups Groups to which groups—friends, church, teammates, coworkers, classmates—will also affect what
consumers belong or would like to
belong to that affect what, why, and we buy, why we buy and how we buy.
how they purchase goods and Culture is a learned way of life that a society hands down from one generation
services to the next. Culture is made up of shared beliefs, values, customs, and rules (stan-
dards of behavior). How we act toward others, what is important to us, what we
wear, eat, and otherwise buy and consume are greatly influenced by culture. Sub-
cultures are smaller groups within society that share much of the larger culture, but
have their own distinct religious or racial identity. The two most important subcul-
tures in the United States today, because of their size and significant levels of
expenditures, are the African American and Hispanic communities.

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