6 Analyzing Consumer Markets Marketing Management 13 th
- Slides: 41
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
Crest Used Mobile Phones to Engage Consumers in Its Irresistibility Campaign Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -3
What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -4
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 -5
Subcultures Nationalities Religions Racial groups Geographic regions Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -6
David’s Bridal Targets the Latino Sub. Culture with its Collection of Quinceañera Dresses Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -7
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 -8
Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -9
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 -10
Social Factors Reference groups Family Social roles Statuses Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -11
Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -12
Family Distinctions Affecting Buying Decisions • Family of Orientation • Family of Procreation Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -13
Radio Shack Targets Women with Female Store Managers Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -14
Roles and Status What degree of status is associated with various occupational roles? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -15
Personal Factors Age Selfconcept Life cycle stage Lifestyle Occupation Values Wealth Personality Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -16
The Family Life Cycle Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -17
Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -18
Lifestyle Influences Multi-tasking Time-starved Money-constrained Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -19
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 -20
Figure 6. 1 Model of Consumer Behavior Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -21
Key Psychological Processes Motivation Perception Learning Memory Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -22
Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by subconscious motivations Behavior is driven by the lowest, unmet need Behavior is guided by motivating and hygiene factors Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -23
Maslow’s Hierarchy of Needs Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -24
Herzberg’s Two-Factor Theory Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -25
Perception Selective Attention Selective Retention Selective Distortion Subliminal Perception Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -26
Figure 6. 3 State Farm Mental Map Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -27
Bahlsen Uses Crunchy Sounds to Encode Brand Associations Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -28
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 -29
Problem Recognition Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -30
Sources of Information Personal Commercial Public Experiential Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -31
Figure 6. 5 Successive Sets Involved in Consumer Decision Making Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -32
Table 6. 4 A Consumer’s Evaluation of Brand Beliefs About Laptops Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -33
Figure 6. 6 Stages between Evaluation of Alternatives and Purchase Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -34
Non-Compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspects Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -35
Perceived Risk Functional Physical Financial Social Psychological Time Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -36
Figure 6. 7 How Customers Use and Dispose of Products Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -37
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 -38
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 -39
Marketing Debate ü Is target marketing ever bad? Take a position: 1. Targeting minorities is exploitive. 2. or 3. 2. Targeting minorities is a sound 4. business practice. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -40
Marketing Discussion ü Do you have rules you employ in spending money? ü Do you follow Thaler’s four principles in reacting to gains and losses? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -41
- Analyzing consumer markets
- Analyzing consumer markets
- Model of buyer behavior
- Analyzing consumer markets
- Analyzing consumer markets and buyer behavior
- The most basic determinant of a person's wants and behavior
- Analyzing consumer market
- Consumer markets and consumer buyer behavior
- Analyzing consumer markets
- Consumer behaviour in retailing ppt
- Analyzing consumer and business markets
- Analyzing consumer markets
- Business buyer behavior refers to the
- Producers primary consumers secondary consumers
- Chapter 5 consumer markets and buyer behavior
- Analyzing consumer market
- Greenfly carnivore
- Consumer diversity in consumer behaviour
- Consumer research process
- Marketing strategies for emerging markets
- Analyzing marketing opportunities
- Responding to the marketing environment
- Analyzing and using marketing information
- Managing marketing information to gain customer insights
- Analyzing the marketing environment
- Companies who passively accept the marketing environment
- Chapter 5 analyzing the marketing environment
- Understanding marketing management
- Objectives of marketing management
- Marketing management definition
- What forces are defining the new marketing realities
- Dartmouth sociology major
- Consumer direct marketing vs mlm
- Marketing consumer
- Marketing processes and consumer behavior
- Example of sample in statistics
- Marketing discovers consumer needs by
- New consumer capabilities
- Marketing processes and consumer behavior
- Part 6 you make the decision - distribution decisions
- Personality in consumer behavior
- Marketing processes and consumer behavior