Analyzing Consumer Markets ppt

Analyzing
Consumer Markets
Marketing Management, 13
th
ed
6
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
6-2
Chapter Questions
•
How do consumer characteristics
influence buying behavior?
•
What major psychological processes
influence consumer responses to the
marketing program?
•
How do consumers make purchasing
decisions?
•
How do marketers analyze consumer
decision making?
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6-3
What Influences
Consumer Behavior?
•
Cultural factors
•
Social factors
•

Personal factors
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6-4
What is Culture?
Culture is the fundamental determinant
of a person’s wants and behaviors
acquired through socialization
processes with family and other key
institutions.
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6-5
Subcultures
•
Nationalities
•
Religions
•
Racial groups
•
Geographic regions
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6-6
Fast Facts About
American Culture
•
The average American:
•
chews 300 sticks of gum a year
•
goes to the movies 9 times a year

•
takes 4 trips per year
•
attends a sporting event 7 times each year
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6-7
Social Classes
•
Upper uppers
•
Lower uppers
•
Upper middles
•
Middle
•
Working
•
Upper lowers
•
Lower lowers
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6-8
Characteristics of Social Classes
•
Within a class, people tend to behave
alike
•
Social class conveys perceptions of
inferior or superior position

•
Class may be indicated by a cluster of
variables (occupation, income, wealth)
•
Class designation is mobile over time
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6-9
Social Factors
•
Reference groups
•
Family
•
Social roles
•
Statuses
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6-10
Reference Groups
•
Membership groups
•
Primary groups
•
Secondary groups
•
Aspirational groups
•
Disassociative groups
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6-11
Family Distinctions
Affecting Buying Decisions
•
Family of Orientation
•
Family of Procreation
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6-12
Personal Factors
•
Age
•
Life cycle stage
•
Occupation
•
Wealth
•
Personality
•
Values
•
Lifestyle
•
Self-concept
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6-13
Brand Personality
•

Sincerity
•
Excitement
•
Competence
•
Sophistication
•
Ruggedness
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6-14
Lifestyle Influences
•
Multi-tasking
•
Time-starved
•
Money-constrained
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6-15
Table 6.2 LOHAS (Lifestyles of Health
and Sustainability) Market Segments
•
Sustainable Economy
•
Healthy Lifestyles
•
Ecological Lifestyles
•
Alternative Health Care

•
Personal Development
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6-16
Key Psychological Processes
•
Motivation
•
Perception
•
Learning
•
Memory
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6-17
Motivation
Freud’s
Theory
Behavior
is guided by
subconscious
motivations
Maslow’s
Hierarchy
of Needs
Behavior
is driven by
lowest,
unmet need
Herzberg’s

Two-Factor
Theory
Behavior is
guided by
motivating
and hygiene
factors
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6-18
Maslow’s Hierarchy of Needs
•
Physiological needs
•
Safety needs
•
Social needs
•
Esteem needs
•
Self-actualization needs
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6-19
Perception
•
Selective attention
•
Selective retention
•
Selective distortion
•

Subliminal perception
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6-20
Figure 6.4 Consumer Buying Process
•
Problem recognition
•
Information search
•
Evaluation
•
Purchase decision
•
Postpurchase behavior
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6-21
Sources of Information
•
Personal
•
Commercial
•
Public
•
Experiential
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6-22
Non-Compensatory Models of Choice
•
Conjunctive

•
Lexicographic
•
Elimination-by-aspects
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6-23
Perceived Risk
•
Functional
•
Physical
•
Financial
•
Social
•
Psychological
•
Time
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6-24
Other Theories of
Consumer Decision Making
Involvement
•
Elaboration
Likelihood Model
•
Low-involvement
marketing

strategies
•
Variety-seeking
buying behavior
Decision Heuristics
•
Availability
•
Representativeness
•
Anchoring and
adjustment
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6-25
Mental Accounting
•
Consumers tend to…
•
Segregate gains
•
Integrate losses
•
Integrate smaller losses with larger gains
•
Segregate small gains from large losses