Analyzing Consumer Markets

Marketing Management, 13th ed

6

Copyright © 2009 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?

• How do marketers analyze consumer decision making?

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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.

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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 Classes

• Upper uppers

• Lower uppers

• Upper middles

• Middle

• Working

• Upper lowers

• Lower lowers

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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

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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

• Family of Orientation• Family of Procreation

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Personal Factors

• Age• Life cycle stage• Occupation• Wealth

• Personality• Values• Lifestyle• Self-concept

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Brand Personality

• Sincerity

• Excitement

• Competence

• Sophistication

• Ruggedness

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Lifestyle Influences

• Multi-tasking

• Time-starved

• Money-constrained

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Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments

• Sustainable Economy

• Healthy Lifestyles

• Ecological Lifestyles

• Alternative Health Care

• Personal Development

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Key Psychological Processes

• Motivation

• Perception

• Learning

• Memory

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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

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Maslow’s Hierarchy of Needs

• Physiological needs

• Safety needs

• Social needs

• Esteem needs

• Self-actualization needs

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Perception

• Selective attention

• Selective retention

• Selective distortion

• Subliminal perception

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Figure 6.4 Consumer Buying Process

• Problem recognition

• Information search

• Evaluation

• Purchase decision

• Postpurchase behavior

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Sources of Information

• Personal

• Commercial

• Public

• Experiential

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Non-Compensatory Models of Choice

• Conjunctive

• Lexicographic

• Elimination-by-aspects

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Perceived Risk

• Functional

• Physical

• Financial

• Social

• Psychological

• Time

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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

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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