6

Analyzing
Consumer Markets

Marketing Management, 15th ed

 Chapter Questions

• How do consumer characteristics

influence buying behavior?
• What major psychological processes
influence consumer responses to the
marketing program?
• How do consumers make purchasing
decisions?
• How do marketers analyze consumer
decision making?
 Culture

The fundamental determinant

of
a person’s wants and
behaviors
acquired through socialization
processes with family
and other key institutions
What Influences Consumer Behavior?

Cultural Factors

Social Factors

Personal Factors
 Subcultures

Nationalities

Religions

Racial groups

Geographic regions

Special interests
 Fast Facts About
American Culture

• The average American:

• chews 300 sticks of gum a year
• goes to the movies 9 times a year
• takes 4 trips per year
• attends a sporting event 7 times each year
 Social Classes
• Upper uppers
• Lower uppers
• Upper middles
• Middle
• Working
• Upper lowers
• Lower lowers
Characteristics of Social Classes

• Within a class, people tend to behave

alike
• Social class conveys perceptions of
inferior or superior position
• Class may be indicated by a cluster of
variables (occupation, income, wealth)
• Class designation is mobile over time
 Social Factors

• Reference groups—have a direct

(face-to-face) or indirect influence on
their attitudes or behavior.
• Family—parents and siblings
• Social roles—activities within a group
that a person is expected to perform
• Status—prestige
 Reference Groups
Membership groups—direct
influence

Primary groups—family,
friends, neighbors, co-workers

Secondary groups—religious,
professional, trade-union
Aspirational groups—hope
to join

Dissociative groups--
rejects
 Family

• Family of Orientation
(parents and siblings)
• Religion
• Politics
• Economics

• Family of Procreation
(spouse and children)
Everyday buying
behavior
Roles and Statuses

What degree of status is

associated with various
occupational roles?
 Personal Factors

• Age • Personality
• Life cycle stage • Values
• Occupation • Lifestyle
• More women in • Self-concept
Workplace
• Wealth
Growth Trends Young and Old (birthrate is the number
of babies born per one thousand people in the population)

Population Growing,
Key but…U.S. is less than
Trends 1% per year

Birthrate – Boom
(1946 to 1964) or
Bust (1975 to 1976)

Graying of America
(Baby Boomers enter
middle age and senior
citizenry)
 Trends in US Households and
Families

Married Couple High Divorce

without children— Rate—50%;
married later 80% remarry

“Traditional”
Family

Single Adult Unmarried

Households Living Together
 The Cultural and Social
Environment

Time
Poverty

Economic
Power

Career Women
Opportunity The Changing Roles of
Cultural Trend:

4-11
 Core Values--the belief systems that
underlie attitudes and behaviors
• Attitudes—a person’s enduring favorable or unfavorable
evaluation, emotional feeling, and action tendencies toward
some object or idea (e.g., Mistrustful; Pessimistic)
• Attitude towards a friend:
• Cognitive --I think my friend is kind, charming, and humorous
• Affective--I feel good when I am around my friend
• Behavioral--I try to hang out with my friend whenever I get the chance
• Belief—a descriptive thought that a person hold about something
• You will have bad luck for 7 years if you break a mirror
• Don't let a black cat cross your path, it will bring you bad luck
• Opening an umbrella indoors will bring you bad luck
• Find a penny, pick it up, all day long you'll have good luck
• Rain on your wedding day is a good omen
 LOHAS (Lifestyles of Health and
Sustainability) Market Segments
• Sustainable Economy (e.g., green building and
industrial goods)
• Healthy Lifestyles (e.g., natural, organics;
nutritional products)
• Ecological Lifestyles (e.g., ecological home and
office products)
• Alternative Health Care (health and wellness
solutions)
• Personal Development (e.g., mind, body, and spirit
products such as CDs, books, tapes, seminars)
 Self-Concept

• Actual Self-Concept—how we
view ourselves
• Ideal Self-Concept—how we
would like to view ourselves
• Others’ Self-Concept—how
we think others see us
Model of Consumer Behavior
 Key Psychological Processes

• Motivation—drive to act
• Perception—Process of selecting,
organizing, interpreting information to
create a world picture
• Learning—changes in behavior or
insights arising from experience
• Memory—information & experiences
• Short-term—temporary
• Long-term—permanent
 Motivation

Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory

Behavior Behavior Behavior is

is guided by is driven by guided by
subconscious lowest, motivating
motivations unmet need and hygiene
factors
Maslow’s Hierarchy of Needs
Perception

Selective Attention
(notice)

Selective Retention
(remember)
Selective Distortion
(interpret information
to fit preconceptions)
Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Post-purchase
Behavior
 Sources of Information

Commercial
Personal
(advertising,
(family, friends,
websites,
etc)
salesperson, etc)

Public Experiential
(mass media, (handling,
consumer-rating examining,
Organizations) product usage)
 Perceived Risk
• Functional—product does not perform
• Physical—product poses treat to physical
well-being or health of the user or others
• Financial—product is not worth the price
paid
• Social—product results in embarrassment
from others
• Psychological—product affects the mental
well-being of the user
• Time—failure of product results in an
opportunity cost of finding another
satisfactory product
 Study Question 1
A person’s ________ consist(s) of all the groups
that have a direct (face-to-face) or indirect influence
on his/her attitudes or behavior.

A.Culture
B.Subculture
C.Psychographics
D.reference groups
E.demographics
 Study Question 2
Consumption may be shaped by ________
(such as marriage, childbirth, or divorce).

A.the psychological life cycle

B.the product life cycle
C.the life/death life cycle
D.Post-puberty cycles
E.critical life events or transitions
 Study Question 3
________ is a set of distinguishing human
psychological traits that lead to relatively
consistent and enduring responses to
environmental stimuli.

A.Image
B.Personality
C.Beliefs
D.Heredity
E.Culture
 Study Question 4
________ portrays the “whole person”
interacting with his or her environment.

A.Attitude
B.Reference group
C.Lifestyle
D.Culture
E.Subculture
 Study Question 5
Consumers today are experiencing a time famine
because of their busy lifestyles. One way to avoid
the difficulties of time famine, which is of particular
interest to marketers, is ________.

A.to set fewer goals

B.to multitask
C.to give in to personal burdens
D.to report frustration to management
E.to develop a callous attitude toward marketers