Professional Documents
Culture Documents
Kotler Pom16e Inppt 05
Kotler Pom16e Inppt 05
Consumer
Markets and
Buyer Behavior
5-1
5-2
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Cultural
Factors
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Cultural
Factors
Culture is the set of basic values,
perceptions, wants, and behaviors
learned by a member of society
from family and other important
institutions.
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Cultural
Factors
Subcultures are
groups of people
within a culture
with shared value
systems based
on common life
experiences and
situations.
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Cultural
Factors
Social classes are societys relatively
permanent and ordered divisions
whose members share similar
values, interests, and behaviors.
Measured as a combination of
occupation, income, education,
wealth, and other variables
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Inc.
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Cultural
Factors
Major American Social Classes
Upper Class
Middle Class
Working Class
Lower Class
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Social
Factors
Groups and Social Networks
Membership
Groups
Aspirational
Groups
Reference
Groups
Groups
with direct
influence
and to
which a
person
belongs
Groups an
individual
wishes to
belong to
Groups
that form
a
compariso
n or
reference
in forming
attitudes
or
behavior
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Social
Factors
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Social
Factors
Family is the most important
consumer-buying organization in
society.
Role and status can be defined by a
persons position in a group.
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Personal Factors
Age and life-cycle stage
PRIZM Lifestage Groups system
66 segments
11 life-stage groups
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Personal Factors
Occupation affects the goods
and services bought by
consumers.
Economic situations include
Persona
trends in:
Spendin
Interest
l
Savings
g
income
rates
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Personal Factors
Lifestyle is a
persons pattern
of living as
expressed in his
or her
psychographics.
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Personal Factors
Personality refers to
the unique psychological
characteristics that
distinguish a person or
group.
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Personal Factors
Brand Personality
Traits
Sincerity
Excitement
Sophisticati
on
Competence
Ruggedness
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Psychological Factors
Motivation
Perception
Learning
Beliefs and
attitudes
Copyright 2016 Pearson Education,
Inc.
5-23
Psychological Factors
A motive (or drive) is a need that is
sufficiently pressing to direct the person
to seek satisfaction of the need.
Motivation research refers to qualitative
research designed to probe consumers
hidden, subconscious motivations.
Copyright 2016 Pearson Education,
Inc.
5-24
Psychological Factors
Figure 5.4 - Maslows Hierarchy of Needs
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Psychological Factors
Perception is the process by which
people select, organize, and interpret
information to form a meaningful picture
of the world.
Perceptual
Processes
Selectiv
Selectiv
Selectiv
e
e
e
attentio distortio retentio
n
n
n
Copyright 2016 Pearson Education,
Inc.
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Psychological Factors
Selective attention is the tendency for people to screen out
most of the information to which they are exposed.
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Psychological Factors
Learning is the change in an individuals
behavior arising from experience and
occurs through the interplay of:
Drive
s
Stim
uli
Cues
Respons
es
Reinforcemen
t
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Psychological Factors
A belief is a descriptive thought that a person
has about something based on:
knowledge
opinion
faith
An attitude describes a persons relatively
consistent evaluations, feelings, and
tendencies toward an
object or idea.
Copyright 2016 Pearson Education,
Inc.
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Process
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Process
Need Recognition
Need recognition is the first stage of
the buyer decision process, in which the
consumer recognizes a problem or need
triggered by:
Internal stimuli
External stimuli
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Process
Information Search
Information search is the stage of
the buyer decision process in which
the consumer is motivated to search
for more information.
Sources of information:
Personal sources
Commercial sources
Public sources
Experiential
sources
Copyright 2016 Pearson Education,
Inc.
5-36
Process
Evaluation of Alternatives
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Process
Purchase Decision
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Process
Postpurchase Behavior
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Process
Postpurchase Behavior
Cognitive
dissonance is
buyer discomfort
caused by
postpurchase
conflict.
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Inter
est
Evaluat
ion
Trial
Adoptio
n
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New Products
Individual Differences in
Innovativeness
Innovators
Early Adopters
Early Mainstream
Late Mainstream
Lagging Adopters
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New Products
Individual
Differences in
Innovativeness
FIGURE | 5.7 Adopter Categories Based on Relative Time of Adoption of Innovations
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Relative
advantage
Compatibili
ty
Divisibility
Complexity
Communicabil
ity
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