6 Analyzing Consumer Markets Marketing Management 13 th

6 Analyzing Consumer Markets Marketing Management, 13 th ed

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? • How do marketers analyze consumer decision making? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -2

What Influences Consumer Behavior? • Cultural factors • Social factors • Personal 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 Religions Racial groups Geographic regions Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -5

Fast Facts About American 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -6

Social Classes • • Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower 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 • • Reference groups Family Social roles Statuses Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -9

Reference Groups • • • Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -10

Family Distinctions Affecting Buying Decisions • Family of Orientation • Family of Procreation Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -11

Personal Factors • • Age Life cycle stage Occupation Wealth • • Personality Values Lifestyle Self-concept Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -12

Brand Personality • • • Sincerity Excitement Competence Sophistication Ruggedness Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -13

Lifestyle Influences • Multi-tasking • Time-starved • Money-constrained Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -14

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

Key Psychological Processes • • Motivation Perception Learning Memory Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -16

Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by subconscious motivations Behavior is driven by lowest, unmet need Behavior is guided by motivating and hygiene factors Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -17

Maslow’s Hierarchy of Needs • • • Physiological needs Safety needs Social needs Esteem needs Self-actualization needs Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -18

Perception • • Selective attention Selective retention Selective distortion Subliminal perception Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -19

Figure 6. 4 Consumer Buying Process • • • Problem recognition Information search Evaluation Purchase decision Postpurchase behavior Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -20

Sources of Information • • Personal Commercial Public Experiential Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -21

Non-Compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspects Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -22

Perceived Risk • • • Functional Physical Financial Social Psychological Time Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -23

Other Theories of Consumer Decision Making Involvement • Elaboration Likelihood Model • Low-involvement marketing strategies • Variety-seeking buying behavior Decision Heuristics • Availability • Representativeness • Anchoring and adjustment Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -24

Mental Accounting • Consumers tend to… • • Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -25