Marketing_L4(2013)
.pdfAcademic year 2013-2014
Marke&ng
Lecture 4
Yana Shigina
Marke&ng department NRU HSE
Content for today
Consumer Markets and
Consumer Buyer Behavior
• Model of Consumer Behavior
• Characteris&cs A ec&ng Consumer Behavior
• Types of Buying Decision Behavior
• The Buyer Decision Process
• The Buyer Decision Process for New Products
“The human mind doesn’t work in a linear way”
Model of Consumer Behavior
Characteris&cs A ec&ng
Consumer Behavior
Culture Factors
Culture
The set of basic values, percep&ons, wants, and behaviors learned by a member of society from family and other important ins&tu&ons.
Subculture
A group of people with shared value systems based on common life experiences and situa&ons. Subcultures include na&onali&es, religions, racial groups, and geographic regions.
Targe&ng Hispanic Americans:
Burger King sponsors an annual family-oriented FUTBOL KINGDOM na&onal soccer tour in eight major Hispanic markets across the United States.
P&G’s roots run deep in targe&ng African American consumers. For example, its Cover Girl Queen La&fah line is specially formulated ”to celebrate the beauty of women of color.”
Targe&ng Asian Americans:
State Farm has developed comprehensive adver&sing, marke&ng, and public rela&ons campaigns that have helped it to gain significant brand equity among Asian American consumers.
Targe&ng mature consumers:
In this AARP magazine ad, Jeep targets the mature consumers who see themselves as anything but elderly. “The grandkids
say I’m ‘really cool now,’ but what they don’t know is, I always was.”