chapter 6 analyzing consumer markets
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Phillip
Kevin Lane
Kotler • Keller
Marketing Management • 14e
Analyzing Consumer
Markets
Discussion Questions
1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes
influence consumer responses to the
marketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray from a
deliberative, rational decision process?
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Slide 3 of 31
Consumer Behavior
The study of how individuals, groups,
and organizations select, buy, use, and
dispose of goods, services, ideas, or
experiences to satisfy their needs or
wants.
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Consumer Behavior
Personal Factors
Cultural Factors
Social Factors
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Cultural Factors
Social Class
Culture
Subculture
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Slide 6 of 31
Average U.S. Outlays IN 2007
38.5%
4.8%
15.5%
11.4%
4.2%
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8.5%
3.3%
6.1%
2.1%
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Social Factors
Reference Groups
Family
Role and Status
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Personal Factors
Personality
Age
Life Cycle Stage
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Personal Factors
Occupation
Values
Lifestyle
Economic situation
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Psychological Factors
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Motivation
Freud
Maslow
Herzberg
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Maslow’s Hierarchy of Needs
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Perception
Selective Attention
Selective Retention
Subliminal Perception
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Selective Distortion
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Learning
Driver
Cues
Discrimination
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Emotions
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Memory
Memory Processes
Mental Maps
Encoding
Retreival
Association
Association
Association
Association
Association
Brand Associations
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Brand
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Hypothetical State Farm
Mental Map
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The Buying Decision Process
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Buying Decision Process
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Problem Recognition
Im Hungry
Stimulus
ã Internal
ã External
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Information Search
Commercial
Personal
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Public
Experiential
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Successive Sets Involved in
Consumer Decision Making
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Slide 23 of 31
Evaluation of Alternatives
Beliefs
Attitudes
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Slide 24 of 31
Expectancy-Value Model
Attribute
Memory
Capacity
Graphics
Capacity
Size and
Weight
Price
Model
Weight: 40%
Weight: 31%
Weight: 20%
Weight: 10%
A
8
9
6
9
B
7
7
7
7
C
10
4
3
2
D
5
3
8
5
Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9)
Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7)
Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2)
Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
=
=
=
=
8.0
7.0
6.0
8.0
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