Chapter 6

Analysing Consumer Markets

Ref: Marketing Management,

Kotler &Keller, 15e, Pearson
 Chapter Questions

• How do consumer characteristics

influence buying behaviour?
• What major psychological processes
influence consumer responses to the
marketing program?
• How do consumers make purchasing
decisions?
• How do marketers analyse consumer
decision making?
2
 What Influences
Consumer Behavior?

Cultural Factors

Social Factors

Personal Factors

3
 What is Culture?

Culture is the fundamental determinant

of a person’s wants and behaviours
acquired through socialisation processes
with family and other key institutions.

4
 Subcultures

Nationalities

Religions

Racial groups

Geographic regions

5
 Social Classes

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

6
 Social Factors

Reference
Family
groups

Social
Statuses
roles

7
 Personal Factors

Age
Self- Life cycle
concept stage

Lifestyle Occupation

Values Wealth
Personality

8
 The Family Life Cycle

9
 Model of Consumer Behavior

10
 Key Psychological Processes

Motivation Perception

Learning Memory

11
 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Post-purchase
Behaviour
12
 Sources of Information

Personal Commercial

Public Experiential

13
 Successive Sets Involved in Consumer
Decision Making

14
 Stages between Evaluation of
Alternatives and Purchase

15
Thank You!