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6Analyzing Consumer Markets

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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



What Influences Consumer Behavior?

Cultural Factors

Social Factors

Personal Factors


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.


Subcultures

Nationalities Religions Racial groups Geographic regions


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 ClassesUpper uppers

Lower uppers

Upper middles

Middle

Working

Upper lowers

Lower lowers


Social Factors

Reference groups

Family

Social roles

Statuses


Reference Groups

Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups


Family Distinctions Affecting Buying Decisions


Personal Factors

Age Life cycle stage Occupation Wealth

Personality Values Lifestyle Self-concept

Age and Stage of Lifecycle


Occupation and Economic Circumstances


Personality



Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness


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



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



Perception

Selective attention Selective retention Selective distortion Subliminal perception

Learning


Emotions


Memory


Figure 6.3 State Farm Mental Map



Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation of alternatives

Purchase Decision

Postpurchase Behavior


Sources of Information

CommercialPersonal

Public Experiential

Figure 6.5 Successive Sets in Decision Making


Table 6.4 A Consumer’s Brand Beliefs about Laptop Computers


Figure 6.6 Steps Between Alternative Evaluation and Purchase



Non-Compensatory Models of Choice

Conjunctive Lexicographic Elimination-by-aspects


Perceived Risk

Functional Physical Financial Social Psychological Time

Figure 6.7 How Customers Use or Dispose of Products


Low-Involvement Decision Making


Decision Heuristics

Availability Representativeness Anchoring and adjustment


Framing



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?


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Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

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