MARKETING MANAGEMENT 14 th edition 6 Analyzing Consumer Markets Kotler Keller
Dec 25, 2015
CHP: 6&7-2
What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal Factors
CHP: 6&7-3
Culture
The fundamental determinant of a person’s wants and behaviors
acquired through socializationprocesses with family
and other key institutions
CHP: 6&7-4
Subcultures
Nationalities Nationalities
ReligionsReligions
Racial groupsRacial groups
Geographic regionsGeographic regions
Special interestsSpecial interests
CHP: 6&7-5
Social Classes
Upper uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower lowers
CHP: 6&7-6
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
CHP: 6&7-8
Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups
CHP: 6&7-9
Family
• Family of Orientation– Religion– Politics– Economics
• Family of Procreation– Everyday buying
behavior
CHP: 6&7-10
Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
CHP: 6&7-11
Behavior changesaccording to life cycle stage
•Family•Psychological•Critical life events
CHP: 6&7-15
Motivation
Freud’sTheory
Behavioris guided by subconsciousmotivations
Maslow’sHierarchyof Needs
Behavioris driven by
lowest, unmet need
Herzberg’sTwo-Factor
Theory
Behavior isguided by motivating
and hygienefactors
CHP: 6&7-16
Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
CHP: 6&7-17
Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
CHP: 6&7-22
Perceived Risk
FunctionalFunctional
PhysicalPhysical
FinancialFinancial
SocialSocial
PsychologicalPsychological
TimeTime
CHP: 6&7-23
Other Theories of Consumer Decision Making
Involvement• Elaboration
Likelihood Model• Low-involvement
marketing strategies• Variety-seeking
buying behavior
Decision Heuristics• Availability• Representativeness• Anchoring and
adjustment
CHP: 6&7-24
Attitudes
• A predisposition to respond in a consistently favorable or unfavorable way
• An individual’s affective reaction to or overall evaluation of an object, person, action, or concept
CHP: 6&7-25
Involvement
– Involvement Profile:• Personal interest in a product category• Importance of negative consequences• Probability of making a mistake• Pleasure value of the product category• Sign value of the product category• How closely the product is related to the self
CHP: 6&7-26
ELM
• Persuasion = f (Elaboration)• Elaboration = f (Motivation, Ability)• Motivation
InvolvementNeed for cognition
• AbilityCapacityTimingRepetitionDistraction
CHP: 6&7-27
Elaboration: Issue relevant thinking
High Elaboration• Extensive IP• Extensive time• Extensive mental capacity• Extensive motivation• Controlled thinking• Deep thinking• Systematic thinking• Effortful analysis
Low Elaboration• Limited IP• Limited time• Limited mental capacity• Limited motivation• Automatic thinking• Shallow thinking• Heuristic thinking• Mindless analysis
CHP: 6&7-28
Persuasion with ELM
Target: High Elaboration
Strategy: Central Route
Persuasion occurs by:• Careful thinking• Thoughtful analysis• Deep consideration• True merits of info
Target: Low Elaboration
Strategy: Peripheral Route
Persuasion occurs by:• Simple cues• Irrelevant info• Hedonistic content• Side issues
CHP: 6&7-29
The Source
• Source effects: A message will have different effects if communicated by a different source.
• Two important source characteristics:– Credibility and Attractiveness
• Source credibility: A source’s perceived expertise, objectivity, or trustworthiness.
• Attractiveness: A source’s perceived likeability, similarity, celebrity.
CHP: 6&7-30
The Message
• Message Strength– Relevancy– Objectivity– Verifiability
• One- Versus Two-Sided Arguments:– Supportive argument: Presents only positive arguments – Two-sided message: Presents positive and negative info
• Drawing Conclusions• Comparative Advertising:
– A strategy in which a message compares two or more recognized brands and compares them on the basis of attributes.
CHP: 6&7-32
Organizational Buying
Decision-making process by whichformal organizations establish theneed for purchased products and
services, and identify,evaluate, and choose among
alternative brands and suppliers.
CHP: 6&7-33
Characteristics of Business Markets
• Fewer, larger buyers• Close supplier-
customer relationships• Professional
purchasing• Many buying
influences• Multiple sales calls
• Derived demand• Inelastic demand• Fluctuating demand• Geographically
concentrated buyers• Direct purchasing
CHP: 6&7-34
Buying Situation
Straight rebuyStraight rebuy
Modified rebuyModified rebuy
New taskNew task
CHP: 6&7-35
The Buying Center
InitiatorsInitiators
UsersUsers
InfluencersInfluencers
DecidersDeciders
ApproversApprovers
BuyersBuyers
GatekeepersGatekeepers