kotler mm 13e_basic_06
DESCRIPTION
TRANSCRIPT
![Page 1: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/1.jpg)
Analyzing Consumer Markets
Marketing Management, 13th ed
6
![Page 2: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/2.jpg)
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?
![Page 3: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/3.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-3
What Influences Consumer Behavior?
• Cultural factors
• Social factors
• Personal factors
![Page 4: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/4.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-4
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.
![Page 5: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/5.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-5
Subcultures
• Nationalities
• Religions
• Racial groups
• Geographic regions
![Page 6: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/6.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-6
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
![Page 7: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/7.jpg)
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
![Page 8: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/8.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-8
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
![Page 9: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/9.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-9
Social Factors
• Reference groups
• Family
• Social roles
• Statuses
![Page 10: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/10.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-10
Reference Groups
• Membership groups
• Primary groups
• Secondary groups
• Aspirational groups
• Disassociative groups
![Page 11: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/11.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-11
Family Distinctions Affecting Buying Decisions
• Family of Orientation• Family of Procreation
![Page 12: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/12.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-12
Personal Factors
• Age• Life cycle stage• Occupation• Wealth
• Personality• Values• Lifestyle• Self-concept
![Page 13: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/13.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-13
Brand Personality
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness
![Page 14: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/14.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-14
Lifestyle Influences
• Multi-tasking
• Time-starved
• Money-constrained
![Page 15: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/15.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-15
Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments
• Sustainable Economy
• Healthy Lifestyles
• Ecological Lifestyles
• Alternative Health Care
• Personal Development
![Page 16: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/16.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-16
Key Psychological Processes
• Motivation
• Perception
• Learning
• Memory
![Page 17: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/17.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-17
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
![Page 18: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/18.jpg)
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
![Page 19: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/19.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-19
Perception
• Selective attention
• Selective retention
• Selective distortion
• Subliminal perception
![Page 20: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/20.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-20
Figure 6.4 Consumer Buying Process
• Problem recognition
• Information search
• Evaluation
• Purchase decision
• Postpurchase behavior
![Page 21: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/21.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-21
Sources of Information
• Personal
• Commercial
• Public
• Experiential
![Page 22: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/22.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-22
Non-Compensatory Models of Choice
• Conjunctive
• Lexicographic
• Elimination-by-aspects
![Page 23: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/23.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-23
Perceived Risk
• Functional
• Physical
• Financial
• Social
• Psychological
• Time
![Page 24: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/24.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-24
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
![Page 25: Kotler mm 13e_basic_06](https://reader034.vdocument.in/reader034/viewer/2022042606/547b62855906b568798b45dd/html5/thumbnails/25.jpg)
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