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Understanding Consumer Behavior Dynamics

Consumers can be characterized by demographics and psychographics, with their purchasing decisions influenced by family and community. Online communities and cultural values play significant roles in shaping consumer behavior, while market segmentation helps brands target specific groups. Successful products that meet consumer needs can foster long-term brand loyalty.

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Amir Contreras
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11 views1 page

Understanding Consumer Behavior Dynamics

Consumers can be characterized by demographics and psychographics, with their purchasing decisions influenced by family and community. Online communities and cultural values play significant roles in shaping consumer behavior, while market segmentation helps brands target specific groups. Successful products that meet consumer needs can foster long-term brand loyalty.

Uploaded by

Amir Contreras
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Consumer Behavior: chp #1 People in the Market Place.

A. The average consumer can be classified and characterized based on demographics (e.g.
age, gender, income, occupation) and psychographics (lifestyle and personality). The
average consumer’s purchase decisions are heavily influenced by the opinions and
behaviors of their family, peers, and acquaintances.

B. Community heavily influences us by:

1. The growth of the Web has created thousands of online consumption communities where
members share opinions and product recommendations.

2. As members of a large society, U.S. consumers share certain cultural values or strongly held
beliefs about the way the world should be structured.

3. Subcultures, or smaller groups within the culture, also share values (e.g. Hispanics, teens,
Midwesterners).

4. The use of market segmentation strategies may be used to target a brand to only specific
groups of consumers rather than to everybody.

C. Brands often have clearly defined images or “personalities” created by product


advertising, packaging, branding, and other marketing strategies that focus on positioning
a product in a certain way.

D. When a product succeeds in satisfying a consumer’s specific needs or desires it may be


rewarded with many years of brand loyalty, a bond between product and consumer that is
difficult for competitors to break.

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