6 Analyzing Consumer Markets Marketing Management A South

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6 Analyzing Consumer Markets Marketing Management A South Asian Perspective, 13 th ed

6 Analyzing Consumer Markets Marketing Management A South Asian Perspective, 13 th ed

Tata Steel used steeljunction® to encourage consumers to go steel shopping and to develop

Tata Steel used steeljunction® to encourage consumers to go steel shopping and to develop deeper understanding of individual and household customers. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -2

What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors Copyright © 2009 Dorling

What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -3

What is Culture? Culture is the fundamental determinant of a person’s wants and behaviors

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 Dorling Kindersley (India) Pvt. Ltd. 6 -4

Subcultures Nationalities Religions Racial groups Geographic regions Copyright © 2009 Dorling Kindersley (India) Pvt.

Subcultures Nationalities Religions Racial groups Geographic regions Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -5

Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers

Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -6

Characteristics of Social Classes • Within a class, people tend to behave alike •

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 Dorling Kindersley (India) Pvt. Ltd. 6 -7

Social Factors Reference groups Family Social roles Statuses Copyright © 2009 Dorling Kindersley (India)

Social Factors Reference groups Family Social roles Statuses Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -8

Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Copyright © 2009 Dorling

Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -9

Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect

Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect to its customers Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -10

Roles and Status What degree of status is associated with various occupational roles? Copyright

Roles and Status What degree of status is associated with various occupational roles? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -11

Personal Factors Age Selfconcept Life cycle stage Lifestyle Occupation Values Wealth Personality Copyright ©

Personal Factors Age Selfconcept Life cycle stage Lifestyle Occupation Values Wealth Personality Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -12

The Family Life Cycle Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -13

The Family Life Cycle Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -13

Lifestyle Influences Multi-tasking Time-starved Money-constrained Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6

Lifestyle Influences Multi-tasking Time-starved Money-constrained Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -14

Faysal Bank of Pakistan has extended banking hours for time-pressed executives. Copyright © 2009

Faysal Bank of Pakistan has extended banking hours for time-pressed executives. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -15

Figure 6. 1 Model of Consumer Behavior Copyright © 2009 Dorling Kindersley (India) Pvt.

Figure 6. 1 Model of Consumer Behavior Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -16

Key Psychological Processes Motivation Perception Learning Memory Copyright © 2009 Dorling Kindersley (India) Pvt.

Key Psychological Processes Motivation Perception Learning Memory Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -17

Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by

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 Dorling Kindersley (India) Pvt. Ltd. 6 -18

Maslow’s Hierarchy of Needs Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -19

Maslow’s Hierarchy of Needs Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -19

Figure 6. 4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase

Figure 6. 4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -20

Problem Recognition Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -21

Problem Recognition Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -21

Sources of Information Personal Commercial Public Experiential Copyright © 2009 Dorling Kindersley (India) Pvt.

Sources of Information Personal Commercial Public Experiential Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -22

Figure 6. 5 Successive Sets Involved in Consumer Decision Making Copyright © 2009 Dorling

Figure 6. 5 Successive Sets Involved in Consumer Decision Making Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -23

Table 6. 8 Sales and Product Life Cycle Copyright © 2009 Dorling Kindersley (India)

Table 6. 8 Sales and Product Life Cycle Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -24

Figure 6. 6 Stages between Evaluation of Alternatives and Purchase Copyright © 2009 Dorling

Figure 6. 6 Stages between Evaluation of Alternatives and Purchase Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -25

Figure 6. 7 How Customers Use and Dispose of Products Copyright © 2009 Dorling

Figure 6. 7 How Customers Use and Dispose of Products Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -26

Rural Consumer Behaviour • Rural consumers are more brand loyal • Restrictions on consumption

Rural Consumer Behaviour • Rural consumers are more brand loyal • Restrictions on consumption • Collective consumption behaviour: for family rather than individual • Seasonality of consumption based on seasonality of agricultural production/income • Specific patterns in the five-stage buying decision process Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 6 -27

Analyzing Consumer Markets Consumer Buying Behavior Consumer BuyingAnalyzing Consumer Markets Consumer Buying Behavior Consumer Buying
6 Analyzing Consumer Markets Marketing Management A South6 Analyzing Consumer Markets Marketing Management A South
Chapter 5 Analyzing Consumer Markets Marketing Management ChapterChapter 5 Analyzing Consumer Markets Marketing Management Chapter
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
6 Analyzing Consumer Markets Marketing Management 13 th6 Analyzing Consumer Markets Marketing Management 13 th
Chapter 4 Consumer Behavior Consumer behavior Analyzing consumerChapter 4 Consumer Behavior Consumer behavior Analyzing consumer
Analyzing Consumer Markets Consumer Behavior The study ofAnalyzing Consumer Markets Consumer Behavior The study of
Consumer Behavior Consumer Satisfaction Consumer Behavior Consumer SatisfactionConsumer Behavior Consumer Satisfaction Consumer Behavior Consumer Satisfaction
Consumer Markets and Consumer Buyer Behavior Definitions ConsumerConsumer Markets and Consumer Buyer Behavior Definitions Consumer
CHAPTER3 CONSUMER MARKETS AND CONSUMER BUYING BEHAVIOR ConsumerCHAPTER3 CONSUMER MARKETS AND CONSUMER BUYING BEHAVIOR Consumer
CHAPTER 2 MARKETS MARKETS Definition of Markets ConsumerCHAPTER 2 MARKETS MARKETS Definition of Markets Consumer
Analyzing Consumer Markets Kotler on Marketing The mostAnalyzing Consumer Markets Kotler on Marketing The most
MARKETING STRATEGY 6 Analyzing Consumer Markets What InfluencesMARKETING STRATEGY 6 Analyzing Consumer Markets What Influences
CONSUMER BEHAVIOR CONSUMER AFFECT COGNITION CONSUMER BEHAVIOR MARKETINGCONSUMER BEHAVIOR CONSUMER AFFECT COGNITION CONSUMER BEHAVIOR MARKETING
CONSUMER BEHAVIOR CONSUMER AFFECT COGNITION CONSUMER BEHAVIOR MARKETINGCONSUMER BEHAVIOR CONSUMER AFFECT COGNITION CONSUMER BEHAVIOR MARKETING