Traits and Behaviors of
Consumers
LEARNING TEAM B
ROBERT ENRIQUEZ , SAMUEL CONTRERAS & DANIELLE HAYNES

Agenda
1.

Identify three psychological process

2.

Identify three social process

3.

Explain the importance of understanding the influence of psychological and social processes on marketing communications. 4.

Explain the relationship between consumer traits and behavior. 5.

Analyze how social and cultural settings influence consumer behavior 6.

Examine the reasons why consumers interpret marketing messages differently

Identify three psychological process
1.

Motivation: the driving force within a person that urges action to be taken (Schiffman & Kanuk, 2010).

2.

Attitude: beliefs, feelings, and behavior towards a product or serves (USC Marshall, 2008).

3.

Perception: the way someone- in this case a consumer- thinks or understands something (An Encyclopedia Britannica
Company, 2015)

Identify three social process
1.

Family Cycle: consumers being single. Then become part of a couple.
The couple has a child or children. The couples child or children go out on their own. Couple becomes a single consumer again (USC
Marshall, 2008).

2.

Culture: the beliefs, customs, arts, etc., of a particular group or place(An Encyclopedia Britannica Company, 2015)

3.

Social Class: is based on economic success. There are four common social classes: 1) upper, 2) middle, 3) working, and 4) lower
(BusinessDictionary, 2015).

Explain the importance of understanding the influence of psychological and social processes on marketing communications.


Influence of psychological and social processes on marketing communications 1.

Psychological factors of marketing communications can be divided into 4 categories: motivation, perception, learning as well as beliefs and attitudes.

2.

The effect of consumer behavior on human psychology is the foundation of and how it affects consumer behavior is the foundation of marketing communication. Human psychology of consumer behavior tries to answer what do consumers need? Do consumers think they really needs or just think they need those things? What is the deciding factor that makes them to take action when a perception of a need is identified?

Continue
3.

Consumers might change the way they like to do things, make purchases, gather information, and spend their time, but their basic psychological needs and philosophical causes of action are the constants that marketers can always count on (Gunelius, 2014).

4.

You’ll never really “get” marketing if you don’t “get” the psychology of needs and the philosophy of actions. (Gunelius, 2015).

Explain the relationship between consumer traits and behavior.
1.

Factors that influence consumer behavior: what are they? How do they work?
Level of importance to the consumer. What is the consumer’s reaction?

2.

Four core factors influencing consumer behavior: cultural factors, social factors, personal factors and psychological factors.

3.

For example, a student, who recently became independent and who is shopping for himself for the first time at the supermarket, may have a “Limited problem solving” purchasing behavior for everyday products (Perreau, 2015).

Continue
4.

Professors of marketing model “Theory of Buyer Behavior” decisionmaking process of consumers.
a)

Extensive problem solving (EPS)

b)

Limited problem solving (LPS)

c)

Routinized response behavior (RRB)

d)

Possible purchase situation added to Howard and Sheth model. The Impulse buying. Continue
5.

Five traits that define the today's consumer
a)

Optimism

b)

Brand consciousness

c)

Authenticity-seekers

d)

Purpose-driven

e)

Mature

How social and cultural settings influence consumer behavior
I.

II.

Social Settings


Mass Media



Reference Groups

Cultural Settings
 Specific
 Cross

Subcultures Within Society

Cultural and Global Influences

Examine the reasons why