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6Analyzing Consumer Markets
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2
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?
In what ways do consumers stray from a deliberate rational decision process?
Consumer Behavior
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-4
What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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What is Culture?
Culture is the fundamental determinant of a person’s wants and behaviors acquired
through socialization processes with family and other key institutions.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-6
Subcultures
Nationalities Religions Racial groups Geographic regions
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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
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Social ClassesUpper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
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Social Factors
Reference groups
Family
Social roles
Statuses
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Reference Groups
Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups
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Family Distinctions Affecting Buying Decisions
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Personal Factors
Age Life cycle stage Occupation Wealth
Personality Values Lifestyle Self-concept
Age and Stage of Lifecycle
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Occupation and Economic Circumstances
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Personality
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Brand Personality
Sincerity Excitement Competence Sophistication Ruggedness
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Table 6.2 LOHAS Market Segments(Lifestyles of Health and Sustainability)
Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development
Figure 6.1 Model of Consumer Behavior
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-19
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
Maslow’s Hierarchy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-20
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21
Perception
Selective attention Selective retention Selective distortion Subliminal perception
Learning
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Emotions
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Memory
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Figure 6.3 State Farm Mental Map
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-26
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
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Sources of Information
CommercialPersonal
Public Experiential
Figure 6.5 Successive Sets in Decision Making
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Table 6.4 A Consumer’s Brand Beliefs about Laptop Computers
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Figure 6.6 Steps Between Alternative Evaluation and Purchase
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-31
Non-Compensatory Models of Choice
Conjunctive Lexicographic Elimination-by-aspects
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Perceived Risk
Functional Physical Financial Social Psychological Time
Figure 6.7 How Customers Use or Dispose of Products
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Low-Involvement Decision Making
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Decision Heuristics
Availability Representativeness Anchoring and adjustment
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Framing
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Mental Accounting
Consumers tend to… Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses
For Review
How do consumer characteristics influence buying behavior?
What major psychological processes influence consumer responses to the marketing program?
How do consumers make purchasing decisions?
In what ways do consumers stray from a deliberate rational decision process?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-38
3939
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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