Marketing Management

Fifteenth Edition

Chapter 6
Analyzing
Consumer Markets

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What Influences Consumer
Behavior? (1 of 4)
• Consumer behavior
– The study of how individuals, groups, and
organizations select, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy their needs
and wants
– Influenced by cultural, social, and personal factors

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What Influences Consumer
Behavior? (2 of 4)
• Cultural factors
– Culture
– Subcultures
– Social classes

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What Influences Consumer
Behavior? (3 of 4)
• 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? (4 of 4)
• Personal factors
– Age/stage in life cycle
– Occupation and economic
circumstances
– Personality and self-concept
– Lifestyle and values

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Figure 6.1 Model Of Consumer
Behavior

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The Buying Decision Process (1 of 6)
• The consumer typically passes through
five stages
– Problem recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Postpurchase behavior

Fig. 6.4 Five-Stage Model of the

Consumer Buying Process
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The Buying Decision Process (2 of 6)
• Problem recognition
– The buyer recognizes a problem/need triggered by
internal/external stimuli

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The Buying Decision Process (3 of 6)
• Information search
– Personal sources
– Commercial sources
– Public sources
– Experiential sources

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Figure 6.5 Sets Involved In Decision
Making

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The Buying Decision Process (4 of 6)
• Evaluation of alternatives
– Expectancy-value model
Table 6.3 A Consumer’s Brand Beliefs about Laptop Computers

Attribute Attribute Attribute

Laptop Attribute
Memory Graphics Size and
Computer Price
Capacity Capacity Weight
A 8 9 6 9
B 7 7 7 7
C 10 4 3 2
D 5 3 8 5

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The Buying Decision Process (5 of 6)
• Purchase decision
– Compensatory vs. noncompensatory models
 Conjunctive heuristic
 Lexicographic heuristic
 Elimination-by-aspects heuristic

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Intervening Factors
Figure 6.6 Steps between Evaluation of Alternatives and a
Purchase Decision

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Types of Perceived Risk
• Functional risk
• Physical risk
• Time risk
• Financial risk
• Psychological risk
• Social risk

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The Buying Decision Process (6 of 6)
• Postpurchase behavior
– Postpurchase satisfaction
– Postpurchase actions
– Postpurchase uses and
disposal

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Figure 6.7 Customer Product
Use/Disposal

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Copyright

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