Analyzing Consumer Markets
Analyzing Consumer Markets. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible Questions 1.How do consumer characteristics.
Dec 28, 2015
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Analyzing Consumer Markets
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 31
Possible Questions1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes influence consumer responses to the marketing program?
3. How do consumers make purchasing decisions?
4. In what ways do consumers stray from a deliberative, rational decision process?
Defined
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants.
Consumer Behavior
Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Cultural Factors
Culture
Subculture
Social Class
Social FactorsReference Groups
Family
Role and Status
Personal Factors
Age
Life Cycle Stage
Personality
Personal FactorsValuesOccupation
Lifestyle
Economic situation
Psychological Factors
MotivationFreud
Maslow
Herzberg
Maslow’s Hierarchy of Needs
Perception
Selective Distortion
Selective Retention
Selective Attention
Subliminal Perception
LearningDriver
Cues
Discrimination
Emotions
Memory
Brand Associations
Mental Maps
Memory Processes
EncodingRetreival
Brand
Association
Association
Association
Association
Association
The Buying Decision Process
Buying Decision Process
Problem Recognition
Stimulus• Internal• External
“I’m Hungry”
Information Search
Personal
Commercial Public
Experiential
Successive Sets Involved in Consumer Decision Making
Evaluation of Alternatives
Attitudes
Beliefs
Steps between Evaluation of Alternatives and Purchase Decision
Postpurchase BehaviorPostpurchase Satisfaction
Postpurchase ActionsDefect
Loyal
Dissatisfied
Satisfied
Delighted
Stay or Go
How Customers Use or Dispose of Products
Behavioral Decision Theory
Decision Heuristics
Decision Framing
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