Your SlideShare is downloading. ×
Kotler mm 13e_basic_06
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Kotler mm 13e_basic_06

1,203
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,203
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
81
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Analyzing Consumer Markets Marketing Management, 13 th ed 6
  • 2. 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?
  • 3. What Influences Consumer Behavior?
    • Cultural factors
    • Social factors
    • Personal factors
  • 4. 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.
  • 5. Subcultures
    • Nationalities
    • Religions
    • Racial groups
    • Geographic regions
  • 6. 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
  • 7. Social Classes
    • Upper uppers
    • Lower uppers
    • Upper middles
    • Middle
    • Working
    • Upper lowers
    • Lower lowers
  • 8. 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
  • 9. Social Factors
    • Reference groups
    • Family
    • Social roles
    • Statuses
  • 10. Reference Groups
    • Membership groups
    • Primary groups
    • Secondary groups
    • Aspirational groups
    • Disassociative groups
  • 11. Family Distinctions Affecting Buying Decisions
    • Family of Orientation
    • Family of Procreation
  • 12. Personal Factors
    • Age
    • Life cycle stage
    • Occupation
    • Wealth
    • Personality
    • Values
    • Lifestyle
    • Self-concept
  • 13. Brand Personality
    • Sincerity
    • Excitement
    • Competence
    • Sophistication
    • Ruggedness
  • 14. Lifestyle Influences
    • Multi-tasking
    • Time-starved
    • Money-constrained
  • 15. Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments
    • Sustainable Economy
    • Healthy Lifestyles
    • Ecological Lifestyles
    • Alternative Health Care
    • Personal Development
  • 16. Key Psychological Processes
    • Motivation
    • Perception
    • Learning
    • Memory
  • 17. Motivation Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors
  • 18. Maslow’s Hierarchy of Needs
    • Physiological needs
    • Safety needs
    • Social needs
    • Esteem needs
    • Self-actualization needs
  • 19. Perception
    • Selective attention
    • Selective retention
    • Selective distortion
    • Subliminal perception
  • 20. Figure 6.4 Consumer Buying Process
    • Problem recognition
    • Information search
    • Evaluation
    • Purchase decision
    • Postpurchase behavior
  • 21. Sources of Information
    • Personal
    • Commercial
    • Public
    • Experiential
  • 22. Non-Compensatory Models of Choice
    • Conjunctive
    • Lexicographic
    • Elimination-by-aspects
  • 23. Perceived Risk
    • Functional
    • Physical
    • Financial
    • Social
    • Psychological
    • Time
  • 24. 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
  • 25. Mental Accounting
    • Consumers tend to…
      • Segregate gains
      • Integrate losses
      • Integrate smaller losses with larger gains
      • Segregate small gains from large losses