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Umpqua Bank

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Submitted By bebaz2hot
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1. Identify five cultural, social, personal or psychological characteristics (shown in Chapter 5, Figure 5.2) that would affect a person becoming a customer of Umpqua Bank

There are more than five characteristics that I noticed but the five that I feel are important are reference groups, lifestyle, personality and self-concept, perception, and beliefs and attitudes. There are large numbers of companies that have become popular because of references given to potential customers by satisfied customers. Reference groups expose a person to new behaviors and lifestyle, influence the person’s attitudes and self -concept, and create pressures to conform that may affect the person’s product and brand choices. Lifestyle is a pattern of living that one expresses. A person’s activities, interests and opinion are important factors to consider when profiling a person for this bank. It gives the bank a better view on how the person views the world instead of trying to change that view they use it to try and fit the need of the customer. Personality and Self-Concept can be useful when trying to analyze the consumers behavior for this bank. Knowing the personality of a customer can help dramatically with customer service. When a person feels that they are known and understood it puts them at ease and will continue to use the service. Perception will determine how a person acts given their perception of the bank. Since this bank is unique it is met with apprehension and inquisitiveness. If the customer perceives the bank as trustworthy and customer friendly they tend to make the determination that they will become full time customers. There are other customers that might perceive the bank as too friendly and therefore vulnerable to bank robbers and other safety issues and prefer to do business with another institution. Beliefs and Attitudes are great characteristics.

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