Analyzing consumer markets
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Analyzing consumer markets

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Analyzing consumer markets Analyzing consumer markets Presentation Transcript

  • AnalyzingConsumer Markets Tonet Viray April 27, 2012
  • Outline: CHAPTER QUESTIONS1. HOW DO CONSUMER CHARACTERISTICS INFLUENCE BUYING BEHAVIOR?2. WHAT PSYCHOLOGICAL PROCESSES INFLUENCE CONSUMER RESPONSES TO THE MARKETING PROGRAM?3. HOW DO CONSUMER MAKE PURCHASING DECISIONS?4. HOW DO MARKETERS ANALYZE CONSUME DECISION MAKING
  • 1. What influencesConsumer Behavior?A) Cultural FacotrsB) Social FactorsC) Personal Factors
  • A. SubculturesA.1 NATIONALITIESA.2 RELIGIONSA.3 RACIAL GROUPSA.4 GEOGRAPHIC REGIONS
  • B. Social FactorsB.1 Reference groupsB.2 FamilyB.3 SocialB.4 STATUS
  • B.1 REFERENCE GROUPS1 MEMBERSHIP GROUPS2 PRIMARY GROUP3 SECONDARY GROUPS4 ASPIRATIONAL5 DISSOCIATIVE
  • C. PERSONAL FACTORS AGESELF CONCEPT LIFE CYCLE STAGELIFESTYLE OCCUPATIONVALUE PERSONALITY WEALTH
  • BRAND PERSONALITY1. SINCERITY2. EXCITEMENT3. COMPETENCE4. SOPHISTICATION5. RUGGEDNESS
  • MODEL OF CONSUMER BEHAVIOR CONSUMER PURCHASE PSCYHOLOGY DECISIONMARKETING STIMULI BUYINGAND OTHER DECISION STIMULI PROCESS CONSUMER CHARACTERISTICS
  • KEY PSYCHOLOGICALPROCESSES MOTIVATION PERCEPTION LEARNING MEMORY
  • MOTIVATIONFREUD’S THEORY SUBCONSCIOUS MOTIVATIONS
  • MOTIVATIONMASLOW’S HIERARCHY OF NEEDS
  • MOTIVATIONHERZBERG’S TWO FACTOR THEORYMOTIVATOR HYGIENE FACTORS
  • PERCEPTIONSELECTIVE ATTENTIONSELECTIVE RETENTIONSELECTIVE DISTORTIONSUBLIMINAL PERCEPTION
  • CONSUMER BUYING PROCESSPROBLEM RECOGNITIONINFORMATION SEARCHEVALUATIONPURCHASE DECISIONPOSTPURCHASE BEHAVIOR
  • SUCCESSIVE SETS INVOLVED INCONSUMER DECISION MAKINGTOTAL SETAWARENESS SETCONSIDERATION SETCHOICE SETDECISION