Understanding Consumer Behavior

Chapter 4
Enlightened Carmakers Know What Custom (h)
hers and Influenc (h) ers Value
Women make 60% of purchaseing decisions and 87% of them influence the purchase of a new car. Englightened
carmakers have hired women designers, engineers, and marketing executives to better understand and satisfy this
valuable car buyer and influencer.

Women and men think and • Estilo.

feel differently about car • Velocidad.
features and key elements of • Seguridad.
the new-car-buying decisión • Experiendcia de compra.
process and exprience.

Consumer behavior//Comportamiento del consumidor: It refers to the actions that a person performs when buying and
using products and services, which includes their mental and social process before and after these actions.//Se refiere a
las acciones que realiza una persona al comprar y usar los productos y servicios, donde se incluye su proceso mental y
social antes y después de estas acciones.
Consumer Purchase Decision Process
and Experience
Behind the visible act of making a purchase lies an important decisión process and consumer experience that must be
investigated.

Purchase decision process//Proceso de decisión de compra: the stages that a buyer passes through to choose the products
and services they are looking for or want to buy.//Son las etapas por las que un comprador pasa para elegir los productos y
servicios que busca o desea comprar.
FIGURE 5-1 The purchase decision process consists of
five stages.

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• Estos cinco pasos constituyen el proceso
tradicional de compra que podría servir de guía
para estudiar la forma en que los consumidores
toman sus decisiones. Sin embargo, es
importante señalar que las decisiones no siempre
siguen los pasos en este orden.

[Link]
Problem Recognition: Perceiving a Need
Problem recognition//Reconocimiento del problema: It is the first step of purchasing decisions, which tries to
perceive the differences between a real situation and an ideal one on the part of a person and that this is large enough
to be able to trigger a decision.//Es el primer paso de las decisiones de compra, que trata de percibir las diferencias
entre una situación real y una ideal por parte de una persona y que esto sea lo suficientemente grande para poder
desencadenar una decisión.

In marketing, advertisements or sales people can

activate a consumer’s decision process by showing the
shortcomings of competing (o currently owned)
products of brands.
 Information Search: Seeking Value
After recognizing a problem, a consumer begins to search for information, the next stage in the purchase decision
process.

Firts, you may scan your memory for previous experiences with products or brands. This action is called “internal
search”.

Internal search//búsqueda interna: It is about making memory in search of previous experiences with a product or
service. Usually with frequently purchased products such as shampoo or conditioner.//Se trata de hacer memoria en
busca de experiencias previas con algún producto o servicio. Normalmente con productos de compra frecuente como
champú o acondicionador.
In other cases, a consumer may undertake an marketing, such as salespeople, including
external search for information. advertising, Company websites, vendors, and
point-of-purchase displays in stores.//Se utiliza
External search/búsqueda externa: It is used cuando la experiencia o los conocimientos
when previous experience of knowledge is not anteriores no son suficiente, y el riesgo de
enough, and the risk of making a purchase tomar una decisión de compra es alta y
decision is high and expensive. Therefore, the costosa. Por lo que las principales fuentes de
main sources of external information are: (1) información externa son: (1) fuentes
personal sources such as family and friends, (2) personales como familiares y amigos, (2)
public sources such as Consumer Reports, fuentes públicas, como Consumer Reports,
government agencies and “consumer programs” agencias gubernamentales y “programas para
on televisión, (3) sources dominated by specialists consumidores” en televisión, (3) fuentes
dominadas por los especialistas de marketing,
como vendedores, incluido publicidad, sitios
web de empresa, vendedores y las pantallas
de los puntos de compra en las tiendas.
Alternative Evaluation: Assessing Value
The alternative evaluation stage clarifies the information gathered by:

1. Suggesting criteria to use for the purchase.

2. Yielding Brand names that might meet the criteria.

3. Developing consumer value perceptions.

Consumer’s evaluate criteria//Criterios de evaluación de un consumidor: It represents Brand attributes

(such as product display) and subjetive attributes (such as prestige) which are the characteristics you use
to compare different products and brands.//Representa los atributos de la marca (como la exhibición
del producto) y los subjetivos (como el prestigio) que son las características que utiliza para comparar
diferentes productos y marcas.
Purchase Decision:
Buying Value
• The choice//La elección: After examining the
alternatives and considerations, there are 2 options
left, (1) who to buy from and (2) when to buy. The
choice of which seller to buy from will depend on
considerations of the conditions of sale, previous
experience buying from the seller, and return
policies.//Después de examinar las alternativas y
consideraciones, quedan 2 opciones, (1) a quién
comprar y (2) cuándo comprar. La elección de a qué
vendedor comprar dependerá de las consideraciones
de las condiciones de venta, experiencia previa
comprando al vendedor y políticas de devolución.

• The choice of which seller to buy from will depend

on such considerations as the terms of sale, your past
experience buying from the seller, and the return
policy.
Purchase decision//Decisión de compra: It is
an evaluation of the attributes of the product
and the characteristics of the seller For
example, choosing a preferred Smartphone
Brand from a store or website with liberal
refund and return policies.//Es una evaluación
de los atributos del producto y las
características del vendedor. Por ejemplo,
elegir una marca de teléfonos inteligentes
preferida en una tienda o sitio web con
políticas de reembolso y devolución liberal.
Postpurchase Behavior: Realizing Value
After buying a product, the consumer compares it with his of her expectations and is either satisfied or dissatisfied.

If the consumer is dissatisfied, marketers must If expectations are too high, a

determine whether the product was deficient Company’s advertising or the
or consumer expectations were too high. salesperson may have oversold the
product’s features and benefits.
Cognitive dissonance//Disonancia cognitiva: It is
the feeling of tensión or anxiety that occurs after
the purchase where the consumer thinks whether
or not they are satisfied with the expectations
they have generated for the product.//Es el
sentimiento de tensión o ansiedad que ocurre
después de la compra donde el consumidor
piensa si esta satisfecho o no con las expectativas
que haya generado del producto.

Video:
[Link]
Consumer Involvement Affects Problem Solving
Sometimes consumers don’t engage in the five-stage purchase decision process. Instead, they skip or minimize one or more stages
depending on the level of involvement, the personal, social, and economic significance of the purchase to the consumer.

Level of involvement//Nivel de participación: A high-stake purchase usually has three characteristics: (1) expensive, (2) have serious
personal consequences, (3) it could be reflected in one’s social image. So consumers conduct extensive information searches, consider
many product attributes and brands, form attitudes, and engage in Word of mouth communication.//Una compra de alta participación
suele tener tres características: (1) caro, (2) tener consecuencias personales graves, (3) podría reflejarse en la imagen social de uno. Por lo
que los consumidores realizan búsquedas de información exhaustivas, consideran muchos atributos y marcas de productos, forman
actitudes y participan en la comunicación de boca en boca.
FIGURE 5-3 Comparison of problem-solving variations:
extended, limited, and routine.

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Nivel de involucramiento del consumidor
Extend problem solving//Resolución ampliada de problemas: Each of the five stages of the consumer’s purchasing decisión
process is utilized and considerable time and effort is spent searching for external information and identifying and evaluating
alternatives.//Se utiliza cada una de las cinco etapas del proceso de decisión de compra del consumidor y se dedica un tiempo y
esfuerzo considerable a la búsqueda de información externa y la identificación y evaluación de alternativas.

Limited problem solving//Resolución de problemas limitada: Consumers typically seek information or trust a friend to help
them evaluate alternatives. Multiple brans can be evaluated using a moderate number of attributes.//Los consumidores
normalmente buscan información o confían en un amigo para que los ayude a evaluar alternativas. Varias marcas pueden
evaluarse utilizando un número moderado de atributos.

Routine problem solving//Resolución de problemas de rutina: Consumers recognize a problema, make a decision, and spend
Little effort seeking outside information and evaluating alternatives.//Los consumidores reconocen un problema, toman una
decisión y dedican poco esfuerzo a buscar información externa y evaluar alternativas.
Consumer engagement and marketing strategy//Participación del consumidor y estrategia
de marketing: If a Company markets a product with low participation and its brand is a leader
in the market, attention is paid to (1) maintaining the quality of the product, (2) avoiding
shortages so that buyers do not substitute a competing brand, (3) use repetitive advertising
messages that reinforce consumer awareness or assure shoppers that they made the right
choice. You must break shopping habits with free samples, coupons, and rebates to promote
your brand. //Si una empresa comercializa un producto de baja participación
(involucramiento) y su marca es líder en el mercado, la atención se pone (1) mantener la
calidad del producto, (2) evitar situaciones de desabastecimiento para que los compradores
no sustituyan una marca de la competencia, (3) utilizar mensajes publicitarios repetitivos que
refuerzan el conocimiento del consumidor o aseguran a los compradores que tomaron la
decisión correcta.. Debe romper los hábitos de compra mediante muestras gratuitas, cupones
y reembolsos para fomentar su marca.
Situational Influences That Affect
Purchase Decisions
Five situational influences have an impact on the purchase decision process:

1. The purchase task//La tarea de compra: The search for information and the evaluation of alternatives may differ
depending on whether the purchase is a gift, which often implies social visibility of for the consumer’s own use.//La
búsqueda de información y la evaluación de alternativas pueden diferir dependiendo de si la compra es un regalo, que
muchas veces implica visibilidad social o para uso del propio consumidor.

2. Social surroundings//Entorno social: Including the other people present when a purchase decision is made, it can also
affect the decision.//Incluidas las demás personas presentes cuando se toma una decisión de compra, también puede
afectar a la misma.

3. Physical surroundings//Entorno físico: Decor, music, and overcrowding in retail stores can alter the way purchasing
decisions are made.//La decoración, música y el hacinamiento en las tiendas minoristas pueden alterar la forma en que
se toman las decisiones de compra.
4. Temporal effects//Efectos temporales: Such as the time of day or the amount of time avaible, will influence where
consumers eat breakfast and luch and what they order.//Como la hora del día o la cantidad de tiempo disponible,
influirán en dónde desayunan y almuerzan los consumidores y en qué piden.

5. Antecedent states//Estados antecedentes: The consumer’s mood or the amount of cash avaible can influence
buying and choosing behavior.//El estado de ánimo del consumidor o la cantidad de efectivo disponible, pueden influir
en el comportamiento de compra y elección.
Putting the Puchase Decision Process into Practice:
Consumer Touchpoints and Consumer Journey Maps
Marketers have an ambitiuos goal:

To be present at those moments in time and place that most influence what, when, where, and how purchase
decisions are triggered.

Consumer touchpoints//Puntos de contacto con el

consumidor: It refers to the contact points of a
product, service or Brand of a marketer with a
consumer from the beginning to the end of the
purchase decisión process. //Se refiere a los puntos
de contacto de un producto, servicio o marca de un
comercializador con un consumidor desde el
principio hasta el final del proceso de decisión de
compra.
For example, consumers may see a Company’s offerings online, in print and digital advertisements, or in
a catalog; shor for a Company’s productcs online or in a store; or fall a company’s customer service or
technical support department.
Consumer journey map//Mapa de viaje del consumidor: Visual representation of all contact points for a
consumer who comes into contact with a Company’s products, services or brands before, during and after a
purchase.//Representación visual de todos los puntos de contacto para un consumidor que entra en contacto
con los productos, servicios o marcas de una empresa antes, durante y después de una compra.
FIGURE 5-4 Apple Consumer Journey Map and
Consumer Touchpoints for Electronic Devices
Sold in Apple Stores

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FIGURE 5-5 Influences on the consumer purchase
decision process from both internal and external sources.

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Psychological Influences on Consumer Behavior
Psychology helps marketers understand why and how consumers behave as they do. Psychological concepts such as
motivation and personality, perception, learning, values and beliefs, and lifesyle are useful for interpreting buying
processes and directing marketing efforts.

Consumer Motivation and Personality

Motivation//Motivación: It is the energizing force that stimulates behavior to satisfy a need. Because consumer needs
are the focus of the marketing concept, marketers try to awaken these needs.//Es la fuerza energizante que estimula
el comportamiento para satisfacer una necesidad. Debido a que las necesidades del consumidor son el foco del
concepto de marketing, los especialistas en marketing intentan despertar estas necesidades.
FIGURE 5-6 Maslow Hierarchy of needs

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Marketers need to meet the following needs in order to get consumer attention:

• Physiological needs are basic and must be met first.

• Security needs are concerned with physical and financial well-being.

• Social ones refer to love and friendship between people.

• The personal ones refer to achievements, prestige and self-esteem.

• And finally those of personal self-realization.

A consumer’s personality guides behavior and directs behavior.

Personality//Personalidad: Constant behaviors or responses of a person to recurring

situations.//Comportamientos o respuestas constantes de una persona a situaciones recurrentes.

Key traits//Rasgos clave: Enduring characteristics within a person or in their relationships with
others. Such traits include assertiveness, extroversión, compliance, dominance, and aggression,
among others.//Características perdurables dentro de una persona o en sus relaciones con los
demás. Tales rasgos incluyen asertividad, extroversión, sumisión, dominio y agresión, entre otros.

Person’s self-concept//Concepto de sí mismo de una persona: The way people see themselves
and the way you think others see them.//Forma en que las personas se ven a sí mismas y la forma
en que cree que los demás las ven.
Consumer Perception
Perception//Percepción: Process by which an individual selects, organizes and interprets information to créate a
meaningful image of the world.//Proceso mediante el cual un individuo selecciona, organiza e interpreta la información
para crear una imagen significativa del mundo.

Because the average consumer operates in a complex environment, the human brain attempts to perform:

Selective Perception//Percepción selectiva: Organize and interpret information, filtering exposure, understanding and
retention.//Organizar e interpretar la información, un filtrado de exposición, comprensión y retención.
Selective exposure//Exposición selectiva: It occurs when people pay attention to messages that are consistent with their
attitudes and beliefs and ignore messages that are inconsistent with them.//Ocurre cuando las personas prestan atención a
mensajes que son consistentes con sus actitudes y creencias e ignoran los mensajes que son inconsistentes con ellos.

Occurs in the postpurchase stage of the consumer decisión process, when consumers read advertisements for the Brand they
just bought.

The Selective comprehension//Comprensión selectiva: It involves interpreting the information to make it consistent with
your attitudes and beliefs.//Implica interpretar la información para que sea coherente con sus actitudes y creencias.
Selective retention//Retención selectiva: It means that consumers do not remember all the information they see,
read or hear, even minutes after exposure. This affects the internal and external information search stage of the
purchase decisión process.//Significa que los consumidores no recuerdan toda la información que ven, leen o
escuchan, incluso minutos después de la exposición. Esto afecta la etapa de búsqueda de información interna y
externa del proceso de decisión de compra.

Subliminal perception //
Percepción subliminal: View and
listen to messages without being
aware of them.//Ver y escuchar
mensajes sin ser consciente de
ellos.

Because perception plays an

important role in consumer
behavior

Indeed, evidence suggests that such

messages have limited effects on
behavior.
Perceived risk affects a consumer’s information search. The greater the perceived risk, the more extensive the external
search stage is likely to be.

Perceived risk//percepción del riesgo: It represents the anxiety you feel because the consumer cannot anticípate the
results of a purchase, but believes that there may be negative consequences. Examples of posible negative consequences
are the size of the financial outlay required to purchase the product, the risk of physical damage, and the performance of
the product.//Representa la ansiedad que siente porque el consumidor no puede anticipar los resultados de una compra,
pero cree que puede haber consecuencias negativas. Ejemplos de posibles consecuencias negativas son el tamaño del
desembolso financiero requerido para comprar el producto, el riesgo de daño físico y el rendimiento del producto.
Consumer Learning
Consumers learn which information sources to consult for information about products and services and how to make
purchase decisions.

Learning//Aprendizaje: It is the Behavioral learning//Aprendizaje

behavior that results from (1) conductual: The process of
repeated experience and (2) developing automatic responses to a
reasoning.//Es el situation created through repeated
comportamiento que resulta de exposure to it.//Proceso de
(1) la experiencia repetida y (2) desarrollar respuestas automáticas a
el razonamiento. una situación creada a través de la
exposición repetida a ella.
Four variables are central to how consumers learn from repeated experience:

• Drive//Impulso: A need that moves an individual to action.//Una necesidad que mueve a un individuo a
la acción. Ejemplo: el hambre.

• Cue//Señal: It is a stimulus or symbol perceveived by consumers.//Es un estímulo o símbolo percibido

por los consumidores.

• Response//Respuesta: Action taken by a consumer to satisfy the drive.//Acción que realiza un

consumidor para satisfacer el impulso.

• Reinforcement//Refuerzo: It is the reward of having made the purchase.//Es la recompensa de haber

realizado la compra.
Marketers use two concepts from behavioral learning theory:

1-Stimulus generalization//Generalización de estímulos: It occurs when a response elicited by one stimulus

(cue) is generalized to another stimulus. Example: Using the same brand for different products, such as Tylenol
Cold & Flu and Tylenol PM.//Ocurre cuando una respuesta provocada por un estímulo (señal) se generaliza a
otro estímulo. Ejemplo: El uso de la misma marca para diferentes productos, como Tylenol Cold & Flu y Tylenol
PM.

2-Stimulus discrimination//Discriminación de estímulos: It is the ability of a person to perceive differences in

stimuli. Example: Consumers’ ability to perceive all light beers as the same led to the Budweiser Light
commercials that distinguished between many types of “light beers” and Bud Light.//Es la capacidad de una
persona para percibir diferencias en los estímulos. Ejemplo: La capacidad de los consumidores de percibir todas
las cervezas ligeras como iguales llevó a los comerciales Budweiser Light que distinguían entre muchos tipos de
“cervezas ligeras” y Bud Light.
Cognitive learning//Aprendizaje cognitivo: It involves making connections between two or more ideas or simply observing
the results of others’ behaviors and adjusting your own accordingly.//Implica hacer conexiones entre dos o más ideas o
simplemente observar los resultados de las conductas de los demás y ajustar las propias en consecuencia.

Brand loyalty// Lealtad a la marca: It is a favorable attitude towards the constant purchase of a single Brand over time.
Brand loyalty results from the positive reinforcement of previous actions.//Es una actitud favorable hacia la compra
constante de una sola marca a lo largo del tiempo. La fidelidad a la marca resulta del refuerzo positivo de acciones previas.

A consumer reduces risk and saves time

by consistently purshasing the same
brand and has favorable results.
Consumers Values, Beliefs, and Attitudes
Values, beliefs and attitudes play a central role in consumer decisión making and related marketing actions.

Attitude//Actitud: “Learned predisposition to respond to an object or class of objects in a consistently favorable or

unfavorable way”. They are shaped by our values and beliefs, which are learned.//“Predisposición aprendida para responder
a un objeto o clase de objetos de una manera consistentemente favorable o desfavorable”. Se encuentran moldeadas por
nuestros valores y creencias, que se aprenden.

Personal values affect attitudes by influencing the

importance assigned to specific product attributes.
Beliefs//Creencias: They are the subjective perception of how a product or a Brand performs in different attributes.
They are based on personal experiences, advertising, and discussions with other people.//Son la percepción subjetiva
de un consumidor de cómo se desempeña un producto o una marca en diferentes atributo. Se basan en experiencias
personales, publicidad y discusiones con otras personas.

Beliefs about product attributes are

important because, along with
personal values, they créate the
favorable or unfavorable attitude
the consumer has toward certain
products, services and brands.
Consumer Lifestyle
Lifestyle//Estilo de vida: It is a way of life that is identified in how people spend their time and resources, what they
consider important in their environment and what they think of themselves and the world around them.//Es una forma de
vida que se identifica en como las personas gastan su tiempo y recursos, lo que consideran importante en su entorno y lo
que piensan de sí mismos y del mundo que los rodea.

Psychographics//Psicográfica: Analysis of consumer lifestyles provides information on consumer needs and desires. Allows
you to segment and target consumers for new and existing products and services.//Análisis de los estilos de vida de los
consumidores proporciona información sobre las necesidades y deseos de estos mismos. Permite segmentar y dirigirse a los
consumidores para productos y servicios nuevos y existentes.

Psychographics used to describe a variety of

segmentation approaches such as those based on
behaviors, aatitudes, activities, opinions.
Some different behaviors observed in different groups are mentioned:

Ideals-motivated groups // Grupos motivados por

ideales: Ideally motivated consumers are guided by
knowledge and principles. High-resource thinkers
tend to be mature, motivated, practical, and well-
informed.//Los consumidores motivados por
ideales se guían por conocimientos y principios. Los
pensadores de recursos elevados tienden a ser
maduros, motivados, prácticos y bien informados.

Achievement-motivated groups // Grupos

motivados por el logro: They look for products and
services that demostrate success to their peers or
the group to which they aspire. They are successful
and work oriented and get satisfaction from their
jobs.//Buscan productos y servicios que
demuestren el éxito a sus pares o al grupo al que
aspiran. Son exitosos y están orientados al trabajo y
obtienen satisfacción de sus trabajos.
Self-expression-motivated groups//Grupos motivados por la autoexpresión: They want to have an impact on their
world. High-resource experimenters are social and spontaneous. They are the first in and out of trend
adoption.//Quieren tener un impacto en su mundo. Los experimentadores de altos recursos son sociales y espontáneos.
Son los primeros en entrar y en salir de la adopción de tendencias.

High-and low-resource groups//Grupos de altos y bajos recursos: High-income innovators are future-oriented and
value change. The low-income are the silent base that concentrates on meeting basic needs.//Los innovadores de altos
recursos están orientados al futuro y valoran el cambio. Los de bajos recursos son la base silenciosa que se concentra en
satisfacer las necesidades básicas.
Sociocultural Influences
on Consumer Behavior
Personal Influence

A consumer’s purchases are often influenced by the views, opinions, or behaviors of others.

Opinion leaders//Líderes de opinión: They are those people who exert direct or indirect social influence on others. They
know or are users of certain products and services, so their opinions influence the decisions of others.//Son aquellas
personas que ejercen influencia social directa o indirecta sobre los demás. Conocen o son usuario s de determinados
productos y servicios, por lo que sus opiniones influyen en las decisiones de los demás.

Influencer marketing//Marketing de influencers: It is jnow as the practice of focusing on identifying and recruiting
influencers to promote products, services, and brands rather tan focusing exclusively on potential buyers. //Es conocido
como la práctica de centrarse en la identificación y reclutamiento de influencers para promover productos, servicios y
marcas en lugar de centrarse exclusivamente en compradores potenciales.
Word of mouth//Boca en boca: It is the influence
of people during conversations. It is the most
powerful and authentic source of information for
consumers because it generally involves Friends
considered trustworthy.//Es la influencia de las
personas durante las conversaciones. Es la fuente
de información más poderosa y auténtica para los
consumidores porque generalmente involucra
amigos considerados confiables.
 Reference
Group Influence • Reference groups//Grupos de referencia: People whom an individual
considers as a basis for self-assessment or as a source of personal standars. They
affect consumer purchases because they influence informatin, attitudes, and
aspiration levels that help set consumer standards. //Personas a quienes un
individuo considera como base para la autoevaluación o como fuente de
estándares personales. Afectan a las compras de los consumidores porque
influyen en la información, las actitudes y los niveles de aspiración que ayudan a
establecer los estándares del consumidor.

• Associative group//Grupo asociativo: It is the one to which a person truly

belongs, including fraternities and soroties and alumni associations.//Es aquel al
que una persona realmente pertenece, incluidas las fraternidades y las
hermandades de mujeres y las asociaciones de ex alumnos.

• Brand community//Comunidad de marca: A specialized group of consumers

with a structured set of relationships involving a particular brand, other customers
of that brand, and the product in use. Think about brands, product category,
etc.//Grupo especializado de consumidores con un conjunto estructurado de
relaciones que involucran a una marca en particular, otros clientes de esa marca y
el producto en uso. Piensa en las marcas, la categoría de productos, etc.
Aspiration group//Grupo de aspiración: One in which a person wishes to be a member or with which he whishes to identify,
such as a profesional society or a sports team.//Aquel en el que una persona desea ser miembro o con el que desea
identificarse, como una sociedad profesional o un equipo deportivo.

Dissociative group//Grupo disociativo: One in which a person wishes to stay away due to differences in values or
behaviors.//Aquel en el que una persona desea mantenerse alejado debido a diferencias en valores o comportamientos.

Social Class Influence

Social class//Clase social: They are the homogeneous and relatively permanent divisions of a society into which people who
share similar values, interests and behaviors can be grouped. Occupation, source of income, education, determine social
class.//Son las divisiones homogéneas y relativamente permanentes de una sociedad en las que se pueden agrupar las
personas que comparten valores, intereses y comportamientos similares. La ocupación, fuente de ingresos, educación,
determinan la clase social.
SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOR
FAMILY INFLUENCE 2

Family decision-making styles:

1. Spouse-dominant
2. Joint
Family member roles:
1. Information gatherer
2. Influencer
3. Decision-maker
4. Purchaser
5. User

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Jochen Sand/Getty Images
Family Influence
Family influences on consumer behavior result from
three sources:

1. Consumer socialization

2. Passage through the family life cycle

3. Decision making within the family or household

1.- Consumer socialization//Socialización del consumidor: Process by which people acquire skills, knowledge and
attitudes necessary to function as consumers.//Proceso por el cual las personas adquieren habilidades, conocimiento
y actitudes necesarias para funcionar como consumidores.

2.- Family life cycle//Ciclo de la vida familiar: They are the different phases through which a family progresses from
formation to retirement, each phase brings with it identifiable purchasing behaviors.//Son las distintas fases por las
que avanza una familia desde la formación hasta la jubilación, cada fase trae consigo comportamientos de compra
identificables.
3-Family decision making. Two decisión making styles exist:

Spouse-dominant: Decisions are those for which Joint decision making: Most decisions are made by
either the husband or the wife is mostly both husband and wife.
responsable.

And always within each family there is a role for each member in the purchase decisión process, which are 5:

1. Information gatherer.

2. Influencer

3. Decision maker

4. Purchaser

5. User
FIGURE 5-7 Modern family life cycle stages and flows.

Access the text alternative for slide images. 5-53

Culture and Subculture Influences

Subcultures//Subculturas: They are those subgroups within a broader or national culture with unique values, ideas and
attitudes.//Son aquellos subgrupos dentro de una cultura más amplia o nacional con valores, ideas y actitudes únicos.

Hispanic buying patterns:

• Hispanics are quality and Brand conscious. They are willing to pay
a Premium Price for Premium quality and are often brand loyal.

• Hispanic buying preferences are strongly influenced by family and

peers.

• Hispanics prefer buying American-made products.

The hispanic subculture is diverse and composed of mexicans, puerto

ricans, cubans, and others of central and South American ancestry.
African American Buying Patterns.

• Spend far more then caucasians on boys’ clothing.

• Rental godos, smartphones, and audio equipment.

• African american women spend three times more on health and beauty products tan caucasian women.

• The typical Agrican American family is five years younger tan the typical caucasian family.

Asian American Buying Patterns

Is composed of chinese, japanese, koreans, asian indians, people from Southeast Asia and Pacific Islanders.

The diversity of Asian Americans, evident in lenguaje, customs, and tastes, requires marketers to be sensitive to
different Asian nationalities. And, for the majority of each nationality, preserving their cultural heritage is important.