CHAPTER 5 CONSUMER ANALYSIS PRESENTED BY DULCE ALONSO

CHAPTER 5 CONSUMER ANALYSIS PRESENTED BY DULCE ALONSO, JOEY RAMIREZ, RUBEN SOTO CSUMB 306 Business Marketing Carol Davis Fall 2014

AGENDA • • • MODEL OF CONSUMER BEHAVIOR FORCES AFFECTING CONSUMER BEHAVIOR PRODUCT EXAMPLE FOR PRACTICUM CONSUMER PERSONAL FACTORS AND SOCIAL FORCES HOW MARKETERS USE THESE FORCES TO ATTRACT • LEARNING OUTCOMES AND QUESTIONS POTENTIAL BUYERS

THE MODEL OF CONSUMER BEHAVIOR The Environment Tangible Intangible Buyer’s black box Buyer’s Characteristics Buyer’s decision process Buyers responses Buying attitudes and preferences Purchase behavior: what the buyers buys, when where e and how much Brand Company relationship behavior

THE MAJOR “FORCES” THAT INFLUENCE CONSUMER BEHAVIOR Cultural • Culture • Subculture • Social Class

CONSUMER BEHAVIOR Social • Groups and networks • Family • Roles and Status

CONSUMER BEHAVIOR Personal • • • Age & Life Cycle Stage Occupation Economic Situation Lifestyle Personality and Self-Concept

CONSUMER BEHAVIOR Psychological • Motivation • Perception • Learning • Beliefs and Attitudes

MOTIVATION Maslow’s Hierarchy Of Needs

ADVERTISING COMMERCIAL ON YOUTUBE § § HTTP: //WWW. YOUTUBE. COM/WATCH? V= STGGFJFBHI 0 HTTP: //WWW. YOUTUBE. COM/WATCH? V=2 V RJF_K 8 V 10 Model of Buying Behavior • Buying attitudes and preferences • Purchase behavior: what the buyer buys, when, where, and how much • Brand company relationship behavior

PRODUCT COMPARISON TOOL

Product Comparisons BEATS STUDIO

Product Comparisons BEATS MIXR

CONSUMER PERSONAL FACTORS AND SOCIAL FORCES Average Consumer

BEATS’ IMPACT ON CONSUMERS

CULTURAL INFLUENCE Examples of various celebrities wearing Beats by Dr. Dre Headphones

HOW DO MARKETERS USE THESE FORCES TO ATTRACT POTENTIAL BUYERS? “ We wanted to recreate that excitement of being in the Studio. ” Dr. Dre

INFLUENCE OF MARKETERS

FINAL THOUGHTS WE HAVE LEARNED THAT MARKETING DEPARTMENTS NEED TO BE DIVERSE, INNOVATIVE, AND CREATIVE TO BE ABLE TO MOTIVATE CONSUMERS TO BUY THEIR PRODUCT. QUESTIONS?

CITING PAGE 5 BEATS BY DR. DRE MARKETING STRATEGIES FOR ENTREPRENEURS. (N. D. ). HTTP: //WWW. NAIJAPRENEUR. COM/BEATSRETRIEVED SEPTEMBER 28, 2014, FROM BY-DR-DRE-MARKETING-STRATEGIES/ APPLE & BEATS BY DRE – THE SYNERGIES - AJAYSWAMY. COM. (N. D. ). RETRIEVED SEPTEMBER 28, 2014, FROM HTTP: //AJAYSWAMY. COM/2014/05/10/APPLE-BEATS-BY-DRE-THE-SYNERGIES/ BEATS PRODUCT COMPARISON. (N. D. ). RETRIEVED SEPTEMBER 28, 2014, FROM HTTP: //WWW. BING. COM/IMAGES/SEARCH? Q=BEATS PRODUCT COOMPARISON&FORM=HDRSC 2#VIEW=DETAIL&ID= CAA 41652 DF 20304622 C 7 CF 7932 E 7 CB 00 D 85 A 3 FE 6&SELECTEDINDEX=3 DR. DRE BEATS. (N. D. ). RETRIEVED SEPTEMBER 28, 2014, FROM HTTP: //WWW. FUNNYJUNK. COM/FUNNY_PICTURES/3487525 LIL WAYNE'S MILLION DOLLAR BEATS HEADPHONES. (N. D. ). RETRIEVED SEPTEMBER 28, 2014, FROM HTTP: //ELITEDAILY. COM/MUSIC-NEWS/LILWAYNES-MILLION-DOLLAR-BEATS-HEADPHONES/