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6Analyzing
Consumer Markets
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2
Chapter Questions
How do consumer characteristics influencebuying behavior?
What major psychological processes influenceconsumer responses to the marketingprogram?
How do consumers make purchasingdecisions?
In what ways do consumers stray from adeliberate rational decision process?
Consumer Behavior
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What InfluencesConsumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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What is Culture?
Culture is the fundamental determinant of aperson’s wants and behaviors acquired
through socialization processes with familyand other key institutions.
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Subcultures
Nationalities Religions Racial groups Geographic regions
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Fast Facts AboutAmerican 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 ClassesUpper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
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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 DistinctionsAffecting Buying Decisions
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Personal Factors
Age Life cycle stage Occupation Wealth
Personality Values Lifestyle Self-concept
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Age and Stage of Lifecycle
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Occupation and EconomicCircumstances
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Personality
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Brand Personality
Sincerity Excitement Competence Sophistication Ruggedness
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Table 6.2 LOHAS Market Segments(Lifestyles ofHealth and Sustainability)
Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development
Figure 6.1 Model ofConsumer Behavior
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Motivation
Freud’sTheory
Behavioris guided bysubconsciousmotivations
Maslow’sHierarchyof Needs
Behavioris driven by
lowest,unmet need
Herzberg’sTwo-Factor
Theory
Behavior isguided bymotivating
and hygienefactors
Maslow’s Hierarchy
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Perception
Selective attention Selective retention Selective distortion Subliminal perception
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Learning
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Emotions
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Memory
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Figure 6.3 State Farm Mental Map
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Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
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Sources of Information
CommercialPersonal
Public Experiential
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Figure 6.5 Successive Sets inDecision Making
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Table 6.4 A Consumer’s BrandBeliefs about Laptop Computers
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Figure 6.6 Steps BetweenAlternative Evaluationand 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
Figure 6.7 How CustomersUse or Dispose of Products
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Low-Involvement Decision Making
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Decision Heuristics
Availability Representativeness Anchoring and adjustment
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Framing
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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
For Review
How do consumer characteristics influencebuying behavior?
What major psychological processes influenceconsumer responses to the marketingprogram?
How do consumers make purchasingdecisions?
In what ways do consumers stray from adeliberate rational decision process?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-38
