Lecture Marketing management: Chapter 6 - Phillip Kotler, Kevin Lane Keller

Phillip

Kevin Lane

Kotler • Keller
Marketing Management • 14e


a
h
C

6
r
e
t
p

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?

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 3 of 31


d
e
in
f
e
D

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.

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 4 of 31


Consumer Behavior
Personal

Factors

Cultural
Factors

Social Factors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 5 of 31


Cultural Factors
Social Class

Culture

Subcultur
e

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 6 of 31


Average U.S. Outlays IN 2007

38.5%

4.8%

15.5
%

11.4
%

4.2%

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

8.5%

3.3%

6.1
%

2.1
%

Slide 7 of 31


Social Factors
Reference Groups

Family

Role and Status
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 8 of 31


Personal Factors
Personality

Age

Life Cycle
Stage
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 9 of 31


Personal Factors
Occupation

Value
s

Lifestyle
Economic situation
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 10 of 31


g

i
F

e
r
u

1
.
6

Psychological Factors

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 11 of 31


Motivation
Freud
Maslow

Herzberg
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 12 of 31


g
i

F

e
r
u

2
.
6

Maslow’s Hierarchy of
Needs

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 13 of 31


Perception
Selective Attention

Selective Retention

Subliminal
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Selective Distortion
Slide 14 of 31

Learning
Driver
Cues

Discriminatio
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 15 of 31


Emotions

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 16 of 31


Memory
Memory Processes

Mental Maps
Encoding
Retreival

Associatio
n
Associatio
n
Associatio
n

Brand Associations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Associatio
n
Associatio
n

Bran
d
Slide 17 of 31


g
i
F

e
r
u

3
.
6

Hypothetical State Farm
Mental Map

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 18 of 31


g
i
F

e
r
u

4
.
6

The Buying Decision
Process

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 19 of 31


Buying Decision Process

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 20 of 31

Problem Recognition
Im Hungry

Stimulus
ãInternal
ãExternal
Copyright â 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 21 of 31


Information Search
Commercia
l

Personal
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Public

Experienti
Slide 22 of 31


g
i
F

e

r
u

5
.
6

Successive Sets Involved in
Consumer Decision Making

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 23 of 31


Evaluation of Alternatives
Belief
s

Attitudes
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

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
Slide 25 of 31