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Analyzing Consumer Markets
Marketing Management, 13th ed
6
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-2
What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal Factors
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-3
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-4
Subcultures
Nationalities Nationalities
ReligionsReligions
Racial groupsRacial groups
Geographic regionsGeographic regions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-5
David’s Bridal Targets the Latino Sub-Culture with its Collection of
Quinceañera Dresses
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-6
Social Classes
Upper uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower lowers
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-7
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-8
Social Factors
Referencegroups
Social roles
Statuses
Family
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-9
Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-10
Family Distinctions Affecting Buying Decisions
• Family of Orientation• Family of Procreation
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Roles and Status
What degree of status is associated with various occupational roles?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-12
Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-13
The Family Life Cycle
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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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-15
Figure 6.1 Model of Consumer Behavior
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-16
Key Psychological Processes
Motivation
MemoryLearning
Perception
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Maslow’s Hierarchy of Needs
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Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-19
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-20
Sources of Information
Personal
ExperientialPublic
Commercial
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-21
Figure 6.5 Successive Sets Involved in Consumer Decision Making
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-22
Figure 6.6 Stages between Evaluation of Alternatives and Purchase
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