Analyzing Consumer Markets

Chapter
Chapter66

Model
Of
Consumer
Behavior
Model Of Consumer Behavior
Marketing
Marketing
Stimuli
Stimuli

Products &
Products &
Services
Services
Price
Price
Distribution
Distribution
Communication
Communication

Other Stimuli
Other Stimuli
Economic
Economic
Political
Political
Technological
Technological
Cultural
Cultural

Consumer
Consumer
Psychology
Psychology
Motivation
Motivation
Perception
Perception
Learning
Learning
Memory
Memory

Consumer
Consumer
Characteristic
Characteristic
s
s
Cultural
Cultural
Social
Social
Personal
Personal

Buying Decision
Buying
Decision
Process
Process

Purchase
Purchase
Decision
Decision

Problem Recognition
Problem Recognition
Information
Search
Information
Evaluation Search
of
Evaluation
alternatives of
alternatives
Purchase
decision
Purchase decision
Post-purchase
behavior
Post-purchase behavior

Product Choice
Product
Choice
Brand
Choice
BrandChoice
Choice
Dealer
DealerAmount
Choice
Purchase
PurchaseTiming
Amount
Purchase
Purchase
Timing
Payment
Method
Payment Method

Emerging Trends in Consumer Behavior

Metrosexual
Metrosexual
Straight
urban
Straight urban
man
manenjoys
who
who enjoys
shopping
shopping
and
using
and
using
grooming
grooming
products
products

Chapter Framework

Cultural
CulturalFactor
Factor
Culture
Culture
Subcultur
Subcultur
e
e

Marketin
Marketin
g Effect
g Effect

Social
Social
Stratificatio
Stratificatio
n
n

Reflec
Reflec
t
t

Social
Social
Classes
Classes

Social Classes Shows Distinct Product and Brand Preferences

Social Classes Shows Distinct Product and Brand Preferences
Product
Product
Price
Price
Media
Media
Communication
Communication
Purchase
Place
Purchase Place

7. a)

b)

What is the highest educational qualification of the chief wage earner of your household
And what is the current occupation of the chief wage earner of your household

Illiterat Literate
e
but no
formal
schoolin
g

School
up to 4
years

School
5-9
years

SSLC/Hs
c

Some
UG/PGcollege
general
but not
graduate

UG/PG
-professio
nal

Unskilled worker

E2

E2

E2

E1

Skilled worker

E2

E1

E1

B2

B2

Petty trader

E2

B2

B2

Shop owner

B2

B1

A2

A2

Business men(no
employee)

B2

B1

A2

A2

A1

Business men (1-9

employee)

B2

B2

B2

B1

A2

A1

A1

Businessmen(10+
employee)

B1

B1

B1

A2

A2

A1

A1

A1

Self employed

B2

B1

A2

A1

Clerical/salesman

B2

B1

B1

Supervisory level

B2

B1

A2

Officers/executives
C
junior

B2

B1

A2

A2

Officers/executives
B1
middle/senior

B1

B1

B1

B1

A2

A1

A1

Social
SocialFactor
Factor
Reference
Reference
Group
Group

Family
Family

Roles and
Roles
Statusand
Status

Reference
Reference
Group
Group
Membership
Group

Membership
Group
Primary
Primary
Secondary
Secondary

Opinio
Opinio
n
n
Leader
Leader

Decisio
Decisio
n
n
Making
Making
Process
Process

Behavior of the Consumer Who Aware of Game

Console Category

Personal
PersonalFactor
Factor
Age and
Age and
Stage
in
Stage
in
Life Cycle
Life Cycle
Decisio
Decisio
n
n
Making
Making
Process
Process

Occupation
Occupation
and
Economic
and
Economic
Circumstance
Circumstance
s
s
Personality
Personality
and
Selfand
SelfConcept
Concept
Life Style and
Life
Style and
Values
Values

Psychological
Psychological
Trait
Trait
Money
Money
Constrain
Constrain
Time
Time
Constrain
Constrain

Brand
Brand
Personali
Personali
ty
ty

Multitaski
Multitaski
ng
ng

Traditional
Traditional
Pleasure-Seeker
Pleasure-Seeker
Social
Chameleon
Social
Chameleon
Intrinsic
Intrinsic
Progressive
Progressive

Key
KeyPsychological
Psychological
Processes
Processes
Motivation
Motivation

Key
KeyPsychological
Psychological
Processes
Processes
Perceptio
Perceptio
n
n

Key
KeyPsychological
Psychological
Processes
Processes

Learning
Learning
Drive
Cues
Discrimination

Key
KeyPsychological
Psychological
Processes
Processes

Memory
Memory
Memory Processes: Encoding
Memory Processes: Retrieval

TheBuying
BuyingDecision
DecisionProcess
Process
The
Problem
Recognition
Information Search

Evaluation of
Alternative

Personal
Commercial
Public
Experiential
Beliefs and Attitudes
Expectancy-Value Model
Noncompensatory Model

Purchase Decision

Conjunctive Heuristic
Lexicographic Heuristic -important

Meets minimum standard

Select the best brand basis of most

Attribute
Elimination by-Aspects Heuristic

Interviewing Factors

Other Theories
Theories of
of Consumer
Consumer
Other
Decision Making
Making
Decision
Level of Consumer
Involvement

High Involvement
Low Involvement
Variety - Seeking Buying Behavior

Decision Heuristics and

Biases

Availability heuristic
Representativeness heuristic
Anchoring and adjustment heuristic

Mental Accounting