Chapter

6
Analyzing
Consumer Markets

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 WHAT INFLUENCES
CONSUMER BEHAVIOR?
Cultural
Cultural Factors
Factors

Social
Social Factors
Factors

Personal
Personal Factors
Factors

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 What Influences Consumer
Behavior?
• Cultural factors

– Culture

– Subcultures

– Social classes

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 WHAT IS CULTURE?
Culture is the fundamental determinant
of a person’s wants and behaviors
acquired through socialization processes
with family and other key institutions.

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 SUBCULTURES
Nationalities
Nationalities

Religions
Religions

Racial
Racial groups
groups

Geographic
Geographic regions
regions

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 SOCIAL CLASSES
Upper uppers

Lower uppers

Upper middles

Middle

Working

Upper lowers

Lower lowers

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 What Influences Consumer
Behavior?
• Social factors

Reference groups

Cliques

Family

Roles and status

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 Reference Groups
• Membership groups
– Primary vs. secondary

• Aspirational groups

• Dissociative groups

• Opinion leader
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 Family
• Family of orientation vs. family of procreation

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 What Influences Consumer
Behavior?
• Personal factors
– Age/stage in life cycle
– Occupation and
economic
circumstances
– Personality and self-
concept
– Lifestyle and values

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Key Psychological Processes

Motivation

Memory Perception

Emotions Learning

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 Figure 6.1
Model Of Consumer Behavior

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 Key Psychological Processes
• Motivation
– A need becomes a motive when it is aroused
to a sufficient level of intensity to drive us to
act

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 Figure 6.2
Maslow’s Hierarchy Of Needs

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 Key Psychological Processes
• Perception
– The process by
which we select,
organize, and
interpret information
inputs to create a
meaningful picture
of the world

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 perception

Selective attention

Selective distortion

Selective retention

Subliminal perception

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 Key Psychological Processes
• Learning
– Induces changes in our behavior arising from
experience
– Drive and cues
– Generalization and discrimination

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 Key Psychological Processes
• Emotions

– Many different
kinds of emotions
can be linked to
brands

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 The Buying
Decision Process
• The consumer typically passes
through five stages
– Problem recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Postpurchase behavior

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 The Buying
Decision Process
• Information search

 Personal sources
 Commercial sources
 Public sources
 Experiential sources

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 The Buying
Decision Process
• Postpurchase behavior
– Postpurchase
satisfaction

– Postpurchase actions

– Postpurchase uses
and disposal

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