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Analyzing Consumer Markets
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 31
Possible Questions1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes influence consumer responses to the marketing program?
3. How do consumers make purchasing decisions?
4. In what ways do consumers stray from a deliberative, rational decision process?
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Defined
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants.
Consumer Behavior
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Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
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Cultural Factors
Culture
Subculture
Social Class
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Social FactorsReference Groups
Family
Role and Status
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Personal Factors
Age
Life Cycle Stage
Personality
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Personal FactorsValuesOccupation
Lifestyle
Economic situation
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Psychological Factors
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MotivationFreud
Maslow
Herzberg
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Maslow’s Hierarchy of Needs
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Perception
Selective Distortion
Selective Retention
Selective Attention
Subliminal Perception
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LearningDriver
Cues
Discrimination
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Emotions
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Memory
Brand Associations
Mental Maps
Memory Processes
EncodingRetreival
Brand
Association
Association
Association
Association
Association
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The Buying Decision Process
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Buying Decision Process
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Problem Recognition
Stimulus• Internal• External
“I’m Hungry”
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Information Search
Personal
Commercial Public
Experiential
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Successive Sets Involved in Consumer Decision Making
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Evaluation of Alternatives
Attitudes
Beliefs
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Steps between Evaluation of Alternatives and Purchase Decision
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Postpurchase BehaviorPostpurchase Satisfaction
Postpurchase ActionsDefect
Loyal
Dissatisfied
Satisfied
Delighted
Stay or Go
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How Customers Use or Dispose of Products
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Behavioral Decision Theory
Decision Heuristics
Decision Framing