marketing management 12 th edition
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MARKETING MANAGEMENT 12 th edition. 6 Analyzing Consumer Markets. KotlerKeller. Chapter Questions. How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? - PowerPoint PPT PresentationTRANSCRIPT
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MARKETING MANAGEMENT12th edition
6 Analyzing
Consumer Markets
Kotler Keller
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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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Emerging Trends in Consumer Behavior
Metrosexual – Straight urban manwho enjoys shoppingand using groomingproducts
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What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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Culture
The fundamental determinant of a person’s wants and behaviors
acquired through socializationprocesses with family
and other key institutions
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Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Special interests
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Insight into the subculture of wine enthusiasts
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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 uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower 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
Referencegroups
Social roles Statuses
Family
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Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
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Family
• Family of Orientation– Religion– Politics– Economics
• Family of Procreation– Everyday buying
behavior
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Targeting Women and Their Families
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Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
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Behavior changesaccording to life cycle stage
•Family•Psychological•Critical life events
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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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Figure 6.1 Model of Consumer Behavior
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Key Psychological Processes
Motivation
MemoryLearning
Perception
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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
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Herzberg’s Two-Factor Theory
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Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
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Figure 6.3 Dole Mental Map
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Encoding Brand Associations
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Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
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Problem Recognition
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Sources of Information
Personal
ExperientialPublic
Commercial
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Figure 6.5 Successive Sets
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Evaluation of AttributesTable 6.3
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Figure 6.6 Stages between Evaluation of Alternatives and Purchase
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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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Figure 6.7 How Customers Use and Dispose of Products
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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
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Marketing Debate
Is Target Marketing Ever Bad?
Take a position:1. Targeting minorities is exploitative.2. Targeting minorities is a soundbusiness practice.
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Marketing Discussion
What are your mental accounts?
Do you have rules you employ inspending money?Do you follow Thaler’s four principlesin reacting to gains and losses?