Marketing Management Arab World Edition Kotler Keller Hassan
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![Marketing Management Arab World Edition Kotler, Keller, Hassan, Baalbaki, and Shamma Chapter 6 Analyzing Marketing Management Arab World Edition Kotler, Keller, Hassan, Baalbaki, and Shamma Chapter 6 Analyzing](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-2.jpg)
Marketing Management Arab World Edition Kotler, Keller, Hassan, Baalbaki, and Shamma Chapter 6 Analyzing Consumer Markets
![Chapter Questions 1. How do consumer characteristics influence buying behavior? 2. What major psychological Chapter Questions 1. How do consumer characteristics influence buying behavior? 2. What major psychological](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-3.jpg)
Chapter Questions 1. How do consumer characteristics influence buying behavior? 2. What major psychological processes influence consumer responses to the marketing program? 3. How do consumers make purchasing decisions? Copyright © 2012 Pearson Education 6 -2
![Chapter Questions • Consumer behavior The study of how individuals, groups and organization select, Chapter Questions • Consumer behavior The study of how individuals, groups and organization select,](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-4.jpg)
Chapter Questions • Consumer behavior The study of how individuals, groups and organization select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Copyright © 2012 Pearson Education 6 -3
![What Influences Consumer Behavior? • Cultural factors • Social factors • Personal factors Copyright What Influences Consumer Behavior? • Cultural factors • Social factors • Personal factors Copyright](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-5.jpg)
What Influences Consumer Behavior? • Cultural factors • Social factors • Personal factors Copyright © 2012 Pearson Education 6 -4 Chapter Question 1: How do consumer characteristics influence buying behavior?
![Chapter Question 1: How do consumer characteristics influence buying behavior? 1 - Cultural Factors Chapter Question 1: How do consumer characteristics influence buying behavior? 1 - Cultural Factors](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-6.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? 1 - Cultural Factors 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 © 2012 Pearson Education 6 -5
![Chapter Question 1: How do consumer characteristics influence buying behavior? Cultural Factors Subcultures • Chapter Question 1: How do consumer characteristics influence buying behavior? Cultural Factors Subcultures •](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-7.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? Cultural Factors Subcultures • Nationalities • Religions • Racial groups • Geographic regions Copyright © 2012 Pearson Education 6 -6
![Chapter Question 1: How do consumer characteristics influence buying behavior? 2 - Social Factors Chapter Question 1: How do consumer characteristics influence buying behavior? 2 - Social Factors](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-8.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? 2 - Social Factors 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) • Individuals can move up or down the social-class ladder over time Copyright © 2012 Pearson Education 6 -7
![Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Social factors Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Social factors](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-9.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Social factors affect our buying behavior, including: • Reference groups • Family • Social role and Status • Role ; the activities someone excepted to perform • Status ; one’s position within his own culture Copyright © 2012 Pearson Education 6 -8
![Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Reference groups Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Reference groups](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-10.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Reference groups are all the groups that have a direct (face-toface) or indirect influence on an individual’s attitudes or behavior. These include: • Membership groups : direct influence • Primary groups : interact continuously & informally (family) • Secondary groups : vs professional • Aspirational groups : hope to join • Disassociative groups : VS Copyright © 2012 Pearson Education 6 -9
![Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Family distinctions Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Family distinctions](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-11.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? Social Factors Family distinctions affecting buying decisions: • Family of Orientation • Family of Procreation Copyright © 2012 Pearson Education 6 -10
![Chapter Question 1: How do consumer characteristics influence buying behavior? 3 - Personal Factors Chapter Question 1: How do consumer characteristics influence buying behavior? 3 - Personal Factors](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-12.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? 3 - Personal Factors A buyer’s decisions are influenced by personal characteristics: • Personality : • Age • Life cycle stage set of distinguishing psychological traits • Occupation • • Wealth The belief systems underline consumer attitudes and behavior • Values : Lifestyle A person’s pattern of living in the world as expressed in activities, interests, and opinions Copyright © 2012 Pearson Education 6 -11
![Chapter Question 1: How do consumer characteristics influence buying behavior? Personal Factors • A Chapter Question 1: How do consumer characteristics influence buying behavior? Personal Factors • A](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-13.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? Personal Factors • A lifestyle is a person’s pattern of living in the world as expressed in activities, interests, and opinions. • Marketers search for relationships between their products and life style groups. The “convenience involvement segment” of the food market is receptive to time-saver products such as Indomie noodles, which allow them to easily and quickly prepare a hot meal. Copyright © 2012 Pearson Education 6 -12
![Chapter Question 1: How do consumer characteristics influence buying behavior? Personal Factors Brand personality Chapter Question 1: How do consumer characteristics influence buying behavior? Personal Factors Brand personality](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-14.jpg)
Chapter Question 1: How do consumer characteristics influence buying behavior? Personal Factors Brand personality is the specific mix of human traits that we can attribute to a particular brand. The following traits have been identified : 1. Sincerity (down-to-earth, honest, wholesome, and cheerful). Quaker 2. Excitement (daring, spirited, imaginative, and up-to-date). MTV 3. Competence (reliable, intelligent, and successful). CNN 4. Sophistication (upper-class and charming) 5. Ruggedness (outdoorsy and tough). Levi’s Copyright © 2012 Pearson Education 6 -13
![Key Psychological Processes Fig. 6. 1: Model of Consumer Behavior Copyright © 2012 Pearson Key Psychological Processes Fig. 6. 1: Model of Consumer Behavior Copyright © 2012 Pearson](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-15.jpg)
Key Psychological Processes Fig. 6. 1: Model of Consumer Behavior Copyright © 2012 Pearson Education 6 -14 Chapter Question 2: What major psychological processes influence consumer responses to the marketing program?
![Key Psychological Processes • Motivation • Perception • Learning • Memory Copyright © 2012 Key Psychological Processes • Motivation • Perception • Learning • Memory Copyright © 2012](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-16.jpg)
Key Psychological Processes • Motivation • Perception • Learning • Memory Copyright © 2012 Pearson Education 6 -15 Chapter Question 2: What major psychological processes influence consumer responses to the marketing program?
![Motivation: Freud, Maslow, Herzberg Chapter Question 2: What major psychological processes influence consumer responses Motivation: Freud, Maslow, Herzberg Chapter Question 2: What major psychological processes influence consumer responses](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-17.jpg)
Motivation: Freud, Maslow, Herzberg Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Maslow’s Herzberg’s Freud’s Hierarchy Two-Factor Theory of Needs Theory Behavior is is guided by is driven by guided by subconscious lowest, motivating motivations unmet need and hygiene factors Copyright © 2012 Pearson Education 6 -16
![Key Psychological Processes Copyright © 2012 Pearson Education 6 -17 Chapter Question 2: What Key Psychological Processes Copyright © 2012 Pearson Education 6 -17 Chapter Question 2: What](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-18.jpg)
Key Psychological Processes Copyright © 2012 Pearson Education 6 -17 Chapter Question 2: What major psychological processes influence consumer responses to the marketing program?
![Motivation: Maslow’s Hierarchy of Needs • Physiological needs • Safety needs • Social needs Motivation: Maslow’s Hierarchy of Needs • Physiological needs • Safety needs • Social needs](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-19.jpg)
Motivation: Maslow’s Hierarchy of Needs • Physiological needs • Safety needs • Social needs • Esteem needs • Self-actualization needs Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Fig. 6. 2: Maslow’s Hierarchy of Needs Copyright © 2012 Pearson Education 6 -18
![Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Chapter Question 2: What major psychological processes influence consumer responses to the marketing program?](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-20.jpg)
Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Perception : the process by which an individual selects, organizes, interprets information to create a meaningful picture of the world. People can emerge with different perceptions of the same object because of three perceptual processes: • Selective attention: screening out with noticing others • Selective retention: recall good points for product you like VS • Selective distortion : fits consumer perception Copyright © 2012 Pearson Education 6 -19
![Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Chapter Question 2: What major psychological processes influence consumer responses to the marketing program?](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-21.jpg)
Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Perception https: //www. youtube. com/watch? v= H 4 o. Zlwvvc. MM Copyright © 2012 Pearson Education 6 -20
![Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Chapter Question 2: What major psychological processes influence consumer responses to the marketing program?](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-22.jpg)
Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Learning • When we act, we learn • Learning causes changes in behavior, arising from experience • Learning theory can be used by marketers to understand consumer behavior Copyright © 2012 Pearson Education 6 -21
![Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Chapter Question 2: What major psychological processes influence consumer responses to the marketing program?](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-23.jpg)
Chapter Question 2: What major psychological processes influence consumer responses to the marketing program? Memory • Short-term memory (STM)—a temporary and limited repository of information • Long-term memory (LTM)—a more permanent, essentially unlimited repository • Memory encoding—how and where information gets into memory • Memory retrieval—how and from where information gets out of memory • Example of Chipsy: Fig. 6. 3: Hypothetical Mental Map for Chipsy Copyright © 2012 Pearson Education 6 -22
![The Buying-Decision Process: The Five-Stage Model Chapter Question 3: How do consumers make purchasing The Buying-Decision Process: The Five-Stage Model Chapter Question 3: How do consumers make purchasing](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-24.jpg)
The Buying-Decision Process: The Five-Stage Model Chapter Question 3: How do consumers make purchasing decisions? Fig. 6. 4: Five-Stage Model of the Consumer Buying Process Copyright © 2012 Pearson Education 6 -23
![Chapter Question 3: How do consumers make purchasing decisions? Problem Recognition The buying process Chapter Question 3: How do consumers make purchasing decisions? Problem Recognition The buying process](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-25.jpg)
Chapter Question 3: How do consumers make purchasing decisions? Problem Recognition The buying process starts when the buyer recognizes a problem or need Copyright © 2012 Pearson Education 6 -24
![Chapter Question 3: How do consumers make purchasing decisions? Information Search Information sources: 1. Chapter Question 3: How do consumers make purchasing decisions? Information Search Information sources: 1.](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-26.jpg)
Chapter Question 3: How do consumers make purchasing decisions? Information Search Information sources: 1. Personal: Family 2. Commercial : Ad 3. Public : Mass M 4. Experiential Use Search dynamics: Copyright © 2012 Pearson Education Fig. 6. 5: Successive Sets Involved in Consumer Decision Making 6 -25
![Evaluation of Alternatives Chapter Question 3: How do consumers make purchasing decisions? We can Evaluation of Alternatives Chapter Question 3: How do consumers make purchasing decisions? We can](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-27.jpg)
Evaluation of Alternatives Chapter Question 3: How do consumers make purchasing decisions? We can often segment the market for a product according to attributes important to different consumer groups. Tetra Pak changed consumers’ attitudes towards dairy products with it’s Tasbeera snacks. Copyright © 2012 Pearson Education 6 -26
![Chapter Question 3: How do consumers make purchasing decisions? Expectancy-Value Model Consumers evaluate products Chapter Question 3: How do consumers make purchasing decisions? Expectancy-Value Model Consumers evaluate products](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-28.jpg)
Chapter Question 3: How do consumers make purchasing decisions? Expectancy-Value Model Consumers evaluate products and services by combining their brand beliefs, positive and negative, according to their weighted importance. Table 6. 2: A Consumer’s Brand Beliefs about Laptop Computers Copyright © 2012 Pearson Education 6 -27
![Chapter Question 3: How do consumers make purchasing decisions? Purchase Decision Non-compensatory models of Chapter Question 3: How do consumers make purchasing decisions? Purchase Decision Non-compensatory models of](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-29.jpg)
Chapter Question 3: How do consumers make purchasing decisions? Purchase Decision Non-compensatory models of choice: • Conjunctive set of minimum B • Lexicographic most important attribute C • Elimination-by-aspects Intervening factors Two general factors can intervene between the purchase intention and the purchase decision: • Attitudes of others • Unanticipated situational factors Fig. 6. 6: Steps Between Evaluation of Alternatives and a Purchase Decision Copyright © 2012 Pearson Education 6 -28
![Chapter Question 3: How do consumers make purchasing decisions? Purchase Decision Perceived risk: • Chapter Question 3: How do consumers make purchasing decisions? Purchase Decision Perceived risk: •](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-30.jpg)
Chapter Question 3: How do consumers make purchasing decisions? Purchase Decision Perceived risk: • Functional performance • Physical threat • Financial price • Social embarrassment • Psychological mental • Time opportunity cost Copyright © 2012 Pearson Education 6 -29
![Other Theories of Consumer Decision Making Level of Consumer Involvement • Elaboration Likelihood Model Other Theories of Consumer Decision Making Level of Consumer Involvement • Elaboration Likelihood Model](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-31.jpg)
Other Theories of Consumer Decision Making Level of Consumer Involvement • Elaboration Likelihood Model • Low-involvement marketing strategies • Variety-seeking buying behavior Decision Heuristics and Biases • Availability • Representativeness • Anchoring and adjustment Copyright © 2012 Pearson Education 6 -30 Chapter Question 3: How do consumers make purchasing decisions?
![Chapter Question 3: How do consumers make purchasing decisions? Mental Accounting Consumers tend to… Chapter Question 3: How do consumers make purchasing decisions? Mental Accounting Consumers tend to…](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-32.jpg)
Chapter Question 3: How do consumers make purchasing decisions? Mental Accounting Consumers tend to… • Segregate gains • Integrate losses • Integrate smaller losses with larger gains • Segregate small gains from large losses Copyright © 2012 Pearson Education 6 -31
![Chapter Question 4: How do marketers analyze consumer decision making? Profiling the Customer Buying-Decision Chapter Question 4: How do marketers analyze consumer decision making? Profiling the Customer Buying-Decision](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-33.jpg)
Chapter Question 4: How do marketers analyze consumer decision making? Profiling the Customer Buying-Decision Process How can marketers learn about the stages in the buying process for their product? • Introspective method – how would they act themselves? • Retrospective method – ask buyers to recall the events leading to their purchase • Prospective method – ask consumers who plan to buy a product about the steps in their buying process • Prescriptive method – the ideal way to buy Trying to understand the customer’s behavior in connection with a product has been called mapping the customer’s consumption system. Copyright © 2012 Pearson Education 6 -32
![Credits • Slide 13 Art Directors and TRIP Photo Library: Helene Rogers • • Credits • Slide 13 Art Directors and TRIP Photo Library: Helene Rogers • •](http://slidetodoc.com/presentation_image_h2/76031df004446acf591326a61ce7e260/image-34.jpg)
Credits • Slide 13 Art Directors and TRIP Photo Library: Helene Rogers • • • Slide 1 Christian Short Photography, photographersdirect. com Slide 14 LOHAS Market Segments, www. lohas. com. Reproduced with permission Slide 18 Motivation and Personality, 3 rd edition, Prentice Hall (Maslow, A. H. , and Frager, R. D. , Fadiman, J. (eds), 1987) • Slide 26 Logo courtesy Tetra. Pak. Reproduced with permission
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