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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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-7
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-18
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-25
Mental Accounting
• Consumers tend to…• Segregate gains• Integrate losses• Integrate smaller losses with larger gains• Segregate small gains from large losses