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8/2/2019 Ch05 (Understanding the Consumer Market)
1/16
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata51
Chapter 5
Understanding theConsumer Market
8/2/2019 Ch05 (Understanding the Consumer Market)
2/16
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata52
The consumer market
Ultimate consumers who buygoods and services for their own
personal or household use.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata53
Population
People constitute a market.
Marketers analyse the population
and its geographic and
demographic distribution as the
first steps to understanding theconsumer market.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata54
The consumer market
Age.
Gender. Family life cycle.
Education.
Incomedistribution.
Ethnicity.
Geographic distributionfrequently
divided into rural, urban and suburban.
Demographicsthe vital statistics thatdescribe a population. In particular:
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5/16
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata55
Relevance of
consumer demographics
Infant market (04 yrs).
Child market (512 yrs). Teenage market (1316 & 1720).
Young adult/Young family market
(2139).
Middle-aged market (4055). Mature-age market (5565).
Over 65s.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
56
Family life cycle
Family life cycle will determine the
purchase behaviour of individuals and their
reason for purchasing. Single parent and two-parent families.
Young couples with no children.
Family (usually 2 adults, 2 young children).
Family with teenagers.
Multicultural (or mixed) family.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
57
Consumers go through a five-stage
buying decision process
Stage 1Need recognition, when an unsatisfied need(motive) creates tension or discomfort in the consumer.
Stage 2Identification of alternatives, including bothproducts and brands.
Stage 3Evaluation of alternatives, includingestablishing criteria by which to make the evaluation.
Stage 4Purchase decision, which is actually a series ofdecisions, including the actual purchase.
Stage 5Post-purchase behaviour, or cognitivedissonance.
8/2/2019 Ch05 (Understanding the Consumer Market)
8/16
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
58
Social influences
Culture.
Changing gender roles.
Social class.
Reference groups.
Families and other households.
Core values, attitudes and beliefs.
The family as a buying unit.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
59
Psychological influences
Buying motives:
Buyer recognises motives for purchase.
Buyer aware of reason for purchase but
does not admit it to themselves.
Buyer does not know the real motivating
factor.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
510
Motivation
Behaviour is stimulated by a need.
Motives trigger behaviour to satisfy need.
Two broad categories of motivation:
1 Biogenic needs (need for food and bodily comfort).
2 Psychogenic needs (need for affection and self-respect).
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
511
Maslows hierarchy of needs
SELF
-ACT
UALISAT
IONNeed for self-fulfilment
ESTEEM
Needs for self-respect,
reputation, prestige and status
BELONGING AND LOVE
Needs for affection, belonging
to a group, and acceptance
SAFETY
Needs for security, protection and order
PHYSIOLOGICAL
Needs for food, drink, sex and shelter
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
512
Perception
Perception: the process whereby we receive
stimuli (information) through our five senses, we
recognise this information and we then assign a
meaning to it.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
513
Perception
The limitations to perception are due to our selective
approach to stimuli:
Selective exposure. We perceive only part of what we
are exposed to.
Selective distortion. We alter stimuli based on our
attitudes and beliefs.
Selective retention. We retain only part of what we
selectively perceive.
Selective action. We act upon part of what we retain.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
514
Learning
Learning. Changes in behaviour resulting from
observation and previous experience.
Learning occurs when a person:
Responds to stimuli.
Is rewarded for the correct response.
Is penalised for the incorrect response.
Repeats a response.
Forms a habitual response.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
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Attitudes and beliefs
Attitude.A persons enduring tendency to
evaluate, feel about or act in relation to someobject or idea.
Attitudes are formed by the informationindividuals acquire through their learningexperiences and influenced by personality traits.
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Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Marketing: A Practical Approach 5/e by Peter RixSlides prepared by: Joe Rosagrata
516
Situational influences
Temporary forces associated with the immediate
purchase environment that affect behaviour.
When consumers buythe time influence (day, week,season).
Where consumers buythe place where a decision ismade (home, point of purchase).
How consumers buythe way in which consumersbuy (bulk etc.).