MARKETING MANAGEMENT th edition 12

6 Analyzing Consumer Markets

Kotler

Keller

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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What Influences Consumer Behavior? Cultural factors  Social factors  Personal factors


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Culture
The fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.

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Subcultures
Nationalities  Religions  Racial groups  Geographic regions  Special interests


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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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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
Reference groups

Family

Social roles

Statuses

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Reference Groups
Membership  Primary  Secondary  Aspirational  Dissociative


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Family


Family of Orientation Religion Politics Economics Family of Procreation Everyday buying behavior

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Personal Factors
   

Age Life cycle stage Occupation Wealth

   

Personality Values Lifestyle Self-concept

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Brand Personality
Sincerity  Excitement  Competence  Sophistication  Ruggedness


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Key Psychological Processes

Motivation  Perception  Learning  Memory


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Motivation
Freuds theory  Maslows hierarchy of needs  Herzbergs two-factor theory


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Perception
Selective attention  Selective retention  Selective distortion  Subliminal perception


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Figure 6.4 Consumer Buying Process

Problem recognition  Information search  Evaluation  Purchase decision  Postpurchase behavior


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Sources of Information
Personal  Commercial  Public  Experiential


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Non-compensatory Models of Choice

Conjunctive  Lexicographic  Elimination-by-aspects



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Perceived Risk
  

Functional Physical Financial

  

Social Psychological Time

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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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Mental Accounting


Consumers tend to
Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses

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