Kotler06_basic.ppt 135KB Aug 31 2008 08:52:48 PM

MARKETING MANAGEMENT
12th edition
6
Analyzing
Consumer Markets

Kotler

Keller

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?


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What Influences Consumer Behavior?
Cultural factors
 Social factors
 Personal factors


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Culture
The fundamental determinant of
a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions.

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Subcultures
Nationalities
 Religions
 Racial groups
 Geographic regions
 Special interests


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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

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

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Social Factors
Reference
groups

Family

Social
roles

Statuses

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Reference Groups
Membership

 Primary
 Secondary
 Aspirational
 Dissociative


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Family




Family of Orientation
 Religion
 Politics
 Economics
Family of Procreation
 Everyday buying behavior

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Personal Factors





Age
Life cycle stage
Occupation
Wealth






Personality
Values

Lifestyle
Self-concept

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Brand Personality
Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness


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Key Psychological Processes
Motivation
 Perception
 Learning
 Memory



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Motivation
Freud’s theory
 Maslow’s hierarchy of needs
 Herzberg’s two-factor theory


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Perception
Selective attention
 Selective retention
 Selective distortion
 Subliminal perception


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Figure 6.4 Consumer Buying Process
Problem recognition
 Information search
 Evaluation
 Purchase decision
 Postpurchase behavior


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Sources of Information
Personal
 Commercial
 Public
 Experiential


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Non-compensatory Models of Choice
Conjunctive
 Lexicographic
 Elimination-by-aspects


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Perceived Risk




Functional
Physical
Financial





Social
Psychological
Time

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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

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Mental Accounting


Consumers tend to…
 Segregate

gains
 Integrate losses
 Integrate smaller losses with larger gains
 Segregate small gains from large losses

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