Chapter 5 Analyzing Consumer Markets Marketing Management Chapter

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Chapter 5 Analyzing Consumer Markets Marketing Management

Chapter 5 Analyzing Consumer Markets Marketing Management

Chapter Questions • How do consumer characteristics influence buying behavior? • What major psychological

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

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

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

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

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

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 •

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.

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

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

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.

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

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 ©

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

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

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

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 • • •

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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,

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

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

Figure 6. 7 How Customers Use and Dispose of Products Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6 -35