Lectures Marketing management: Chapter 6 - ThS. Nguyễn Tiến Dũng

CHAPTER 6
ANALYZING CONSUMER MARKETS

Nguyen Tien Dung, MBA
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● The aim of marketing is to meet and satisfy

target customers’ needs and wants better
than competitors.
● Marketers must have a thorough
understanding of how consumers think, feel,
and act and offer clear value to each and
every target consumer.

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Chapter 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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Main Contents
1. Influencing Factors to Consumer Behavior
2. Consumer Buying Process

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1. Influencing Factors:
Model of Consumer Behavior

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1.1. Key Psychological Processes

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Motivation

Perception

Learning

Memory

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Maslow’s Hierarchy of Needs

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Perception

Selective Attention

Selective Retention
Selective Distortion
Subliminal Perception
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6.1.2 Consumer (Personal) Characteristics

Cultural Factors

Social Factors
Personal (Demographic)
Factors

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Subcultures
Nationalities

Religions

Racial groups
Geographic regions

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David’s Bridal Targets the Latino Sub-Culture with its
Collection of Quinceañera Dresses

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Social Classes

Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers

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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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Social Factors

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Reference
groups

Family

Social
roles

Statuses

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Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
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Family Distinctions
Affecting Buying Decisions
● Family of Orientation

● Family of Procreation

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Roles and Status
What degree of status is
associated with various
occupational roles?

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Personal Factors

Age
Selfconcept

Life cycle
stage

Lifestyle

Occupation

Values

Wealth
Personality

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The Family Life Cycle

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% Men
27%

% Women
20%

2. Material things like the car I drive and the house I live in are really
important to me.

47%

39%

3. Religion doesn’t provide the answers to many of today’s problems.

53%

45%

4. Businesses care more about selling me products and services
that already exist rather than coming up with something that really
fits my lifestyle.

72%

66%

5. Most of the time, the service people that I deal with don’t care
much about me or my needs.

60%

57%

6. I wish there were clearer rules about what is right and wrong.

47%

45%

7. I am comfortable with a certain amount of debt.
8. It is risky to buy a brand you are not familiar with.
9. I try to have as much fun as I can now and let the future take care
of itself.

54%

49%
56%

46%
46%
46%

10. No matter how hard I try, I never seem to have enough time to
do all the things I need to do.

63%

69%

1. It’s more important to fit in than to be different from other people.

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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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