MBA 市场营销5-mkt behavior.ppt

* * * * * * * * Social Factors This CTR relates to Figure 6-4, p.197. and the material on pp. 196-197. Group Influence on Brand Choice Groups vary in their influence on product and brand purchases as illustrated on the CTR. Consumers belong to several different membership groups. Primary Groups. Primary groups are those with which we have regular but informal interaction. These include family, friends, neighbors, and co-workers. Secondary Groups. Secondary groups are those with which we have more formal and less regular interaction such as religious groups, professional associations, and trade unions. Reference Groups. These groups serve as direct (face-to-face) or indirect points of comparison and evaluation in a person抯 formation of attitudes or Behaviour. Aspirational Groups. This type of group is one to which the individual wishes to belong and emulates in adopting Behaviours appropriate to that group. Opinion Leaders. These are people within a reference group who exert influence over others due to special knowledge, skill, personality, or other characteristic. * * * Summary Overview Psychographics or lifestyle analysis examines a person’s day-to-day pattern of living as expressed in AIO statements (Activities, Interests, and Opinions). When this information is linked to demographic information, marketers have the basis for very accurate segmentation of markets for some products. Lifestyle Dimensions Activities. Activities identify what people do. Activities are an important variable because behavior is objectively observable. Interests. People also have interests. Stronger interests tend to create stronger drives that may pinpoint market opportunities. Opinions. How people feel about things also affects their relative motivation to take action. By combining these opinions with interests and activities, marketers can develop a robust view of some target market segments. Discussion Note: While lifestyles can be very useful for some types of product