kotler mm 13e basic 06
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Analyzing Consumer MarketsMarketing Management, 13th ed6
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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?
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What Influences Consumer Behavior?Cultural factorsSocial factorsPersonal factors
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What is Culture?Culture is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.
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SubculturesNationalitiesReligionsRacial groupsGeographic regions
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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
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Social ClassesUpper uppersLower uppersUpper middlesMiddleWorking Upper lowersLower lowers
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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
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Social FactorsReference groupsFamilySocial rolesStatuses
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Reference GroupsMembership groupsPrimary groupsSecondary groupsAspirational groupsDisassociative groups
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Family Distinctions Affecting Buying DecisionsFamily of OrientationFamily of Procreation
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Personal FactorsAgeLife cycle stageOccupationWealthPersonalityValuesLifestyleSelf-concept
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Brand PersonalitySincerityExcitementCompetenceSophisticationRuggedness
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Lifestyle InfluencesMulti-taskingTime-starvedMoney-constrained
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Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market SegmentsSustainable EconomyHealthy LifestylesEcological LifestylesAlternative Health CarePersonal Development
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Key Psychological ProcessesMotivationPerceptionLearningMemory
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MotivationFreudsTheory
Behavioris guided by subconsciousmotivationsMaslowsHierarchyof Needs
Behavioris driven by lowest, unmet need
HerzbergsTwo-FactorTheory
Behavior isguided by motivating and hygienefactors
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Maslows Hierarchy of NeedsPhysiological needsSafety needsSocial needsEsteem needsSelf-actualization needs
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PerceptionSelective attentionSelective retentionSelective distortionSubliminal perception
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Figure 6.4 Consumer Buying ProcessProblem recognitionInformation searchEvaluationPurchase decisionPostpurchase behavior
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Sources of InformationPersonalCommercialPublicExperiential
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Non-Compensatory Models of ChoiceConjunctiveLexicographicElimination-by-aspects
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Perceived RiskFunctionalPhysicalFinancialSocialPsychologicalTime
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Other Theories of Consumer Decision MakingInvolvementElaboration Likelihood ModelLow-involvement marketing strategiesVariety-seeking buying behaviorDecision HeuristicsAvailabilityRepresentativenessAnchoring and adjustment
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Mental AccountingConsumers tend toSegregate gainsIntegrate lossesIntegrate smaller losses with larger gainsSegregate small gains from large losses
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