It exert a broad and deep influence on consumer behavior. Culture – the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Marketers are always trying to spot cultural shifts in order to discover new products that might be wanted. Each culture contains smaller subcultures , or groups of people with shared value systems based on common life experiences and situations. Subcultures includes nationalities, religions, racial groups, and geographic regions.

The Buyer Decision Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior

The Buyer Decision Process Step 3. Evaluation of Alternatives Product Attributes Evaluation of Quality, Price, & Features Degree of Importance Which attributes matter most to me? Brand Beliefs What do I believe about each available brand? Total Product Satisfaction Based on what I’m looking for, how satisfied would I be with each product? Evaluation Procedures Choosing a product (and brand) based on one or more attributes.

Purchase Intention Desire to buy the most preferred brand Purchase Decision Attitudes of others Unexpected situational factors