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29/09/2014 1 6 Analyzing Consumer Markets 1 Copyright ゥ 2011 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? In what ways do consumers stray from a deliberate rational decision process? Consumer Behavior Copyright ゥ 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3

6 Analyzing Consumer Markets · PDF fileCopyright ' 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-38. Created Date: 20140929095931Z

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Page 1: 6 Analyzing Consumer Markets · PDF fileCopyright ' 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-38. Created Date: 20140929095931Z

29/09/2014

1

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

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3

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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