Chapter 5 Analyzing Consumer Markets Marketing Management Chapter
- Slides: 35
Chapter 5 Analyzing Consumer Markets Marketing Management
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 class Working class 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 (135) Membership groups Primary groups Secondary groups Aspirational groups Dissociative 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
Radio Shack Targets Women with Female Store Managers Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -12
Roles and Status What degree of status is associated with various occupational roles? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -13
Personal Factors Age Selfconcept Life cycle stage Lifestyle Occupation Values Wealth Personality Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -14
The Family Life Cycle Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -15
Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -16
Lifestyle Influences Multi-tasking Time-starved Money-constrained Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -17
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 -18
Figure 6. 1 Model of Consumer Behavior Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -19
Key Psychological Processes Motivation Perception Learning Memory Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -20
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 -21
Maslow’s Hierarchy of Needs Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -22
Herzberg’s Two-Factor Theory Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -23
Perception (143) Selective Attention Selective Retention Selective Distortion Subliminal Perception Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -24
Figure 6. 3 State Farm Mental Map Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -25
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 -26
Problem Recognition Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -27
Sources of Information Personal Commercial Public Experiential Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -28
Figure 6. 5 Successive Sets Involved in Consumer Decision Making Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -29
Table 6. 4 A Consumer’s Evaluation of Brand Beliefs About Laptops Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -30
Purchase Decision • Executing a Purchase Decision: • • • Brand Dealer Quantity Timing Payment Method 6 -31
Figure 6. 6 Stages between Evaluation of Alternatives and Purchase Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -32
Perceived Risk (150) Functional Physical Financial Social Psychological Time Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -33
Post purchase Behavior • Post purchase satisfaction • Post purchase action (Purchase Again, Public Action , Private Action – exit or voice) • Post purchase Use and Disposal 6 -34
Figure 6. 7 How Customers Use and Dispose of Products Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -35
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