Analyzing Consumer Markets Marketing Management, 13 th ed 6
Nov 22, 2015
Analyzing Consumer MarketsMarketing Management, 13th ed6
Chapter QuestionsHow 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?
What Influences Consumer Behavior?Cultural factorsSocial factorsPersonal factors
What is Culture?Culture is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.
SubculturesNationalitiesReligionsRacial groupsGeographic regions
Fast Facts About American CultureThe average American:chews 300 sticks of gum a yeargoes to the movies 9 times a yeartakes 4 trips per year attends a sporting event 7 times each year
Social ClassesUpper uppersLower uppersUpper middlesMiddleWorking Upper lowersLower lowers
Characteristics of Social ClassesWithin a class, people tend to behave alikeSocial class conveys perceptions of inferior or superior positionClass may be indicated by a cluster of variables (occupation, income, wealth)Class designation is mobile over time
Social FactorsReference groupsFamilySocial rolesStatuses
Reference GroupsMembership groupsPrimary groupsSecondary groupsAspirational groupsDisassociative groups
Family Distinctions Affecting Buying DecisionsFamily of OrientationFamily of Procreation
Personal FactorsAgeLife cycle stageOccupationWealthPersonalityValuesLifestyleSelf-concept
Brand PersonalitySincerityExcitementCompetenceSophisticationRuggedness
Lifestyle InfluencesMulti-taskingTime-starvedMoney-constrained
Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market SegmentsSustainable EconomyHealthy LifestylesEcological LifestylesAlternative Health CarePersonal Development
Key Psychological ProcessesMotivationPerceptionLearningMemory
MotivationFreudsTheory
Behavioris guided by subconsciousmotivationsMaslowsHierarchyof Needs
Behavioris driven by lowest, unmet need
HerzbergsTwo-FactorTheory
Behavior isguided by motivating and hygienefactors
Maslows Hierarchy of NeedsPhysiological needsSafety needsSocial needsEsteem needsSelf-actualization needs
PerceptionSelective attentionSelective retentionSelective distortionSubliminal perception
Figure 6.4 Consumer Buying ProcessProblem recognitionInformation searchEvaluationPurchase decisionPostpurchase behavior
Sources of InformationPersonalCommercialPublicExperiential
Non-Compensatory Models of ChoiceConjunctiveLexicographicElimination-by-aspects
Perceived RiskFunctionalPhysicalFinancialSocialPsychologicalTime
Other Theories of Consumer Decision MakingInvolvementElaboration Likelihood ModelLow-involvement marketing strategiesVariety-seeking buying behaviorDecision HeuristicsAvailabilityRepresentativenessAnchoring and adjustment
Mental AccountingConsumers tend toSegregate gainsIntegrate lossesIntegrate smaller losses with larger gainsSegregate small gains from large losses