marketing management 12 th edition 6 analyzing consumer markets kotlerkeller
TRANSCRIPT
MARKETING MANAGEMENT12th edition
6 Analyzing
Consumer Markets
Kotler Keller
6-2
What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal Factors
6-3
Culture
The fundamental determinant of a person’s wants and behaviors
acquired through socializationprocesses with family
and other key institutions
6-4
Subcultures
Nationalities Nationalities
ReligionsReligions
Racial groupsRacial groups
Geographic regionsGeographic regions
Special interestsSpecial interests
6-5
Social Classes
Upper uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower lowers
6-6
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
6-7
Social Factors
Referencegroups
Social roles
Statuses
Family
6-8
Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups
6-9
Family
• Family of Orientation– Religion– Politics– Economics
• Family of Procreation– Everyday buying
behavior
6-10
Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
6-11
Behavior changesaccording to life cycle stage
•Family•Psychological•Critical life events
6-12
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
6-13
Figure 6.1 Model of Consumer Behavior
6-14
Key Psychological Processes
Motivation
MemoryLearning
Perception
6-15
Maslow’s Hierarchy of Needs
6-16
Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
6-17
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
6-18
Sources of Information
Personal
ExperientialPublic
Commercial
6-19
Figure 6.5 Successive Sets
6-20
Figure 6.6 Stages between Evaluation of Alternatives and Purchase