Kotler MM 13e Overheads 06

6
Analyzing
Consumer Markets

Marketing Management, 13th ed

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

Cultural Factors
Factors

Social
Social Factors
Factors

Personal
Personal Factors
Factors

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Subcultures
Nationalities
Nationalities

Religions
Religions
Racial

Racial groups
groups
Geographic
Geographic regions
regions

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Social Factors

Reference
groups

Family

Social
roles

Statuses

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Reference Groups
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
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Personal Factors
Age
Selfconcept

Life cycle
stage

Lifestyle

Occupation

Values

Wealth
Personality

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Brand Personality
Sincerity

Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
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Figure 6.1
Model of Consumer Behavior

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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

Behavior
is guided by
subconscious
motivations

Behavior
is driven by
lowest,
unmet need

Behavior is
guided by
motivating
and hygiene
factors

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Maslow’s Hierarchy of Needs

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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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Figure 6.5 Successive Sets Involved in
Consumer Decision Making

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Table 6.4 A Consumer’s Evaluation of
Brand Beliefs About Laptops

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Figure 6.6 Stages between Evaluation
of Alternatives and Purchase

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Perceived Risk
Functional

Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
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Figure 6.7 How Customers Use and
Dispose of Products

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