kotler chapter

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kotler chapter

  1. 1. Marketing Management, 12/e A South Asian Perspective 6 Analyzing Consumer Markets Kotler Koshy Keller Jha
  2. 2. 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. 3. 6-3 What Influences Consumer Behavior?  Cultural factors  Social factors  Personal factors
  4. 4. 6-4 Culture The fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
  5. 5. 6-5 Subcultures  Nationalities  Religions  Racial groups  Geographic regions  Special interests
  6. 6. 6-6 Socioeconomic Classification (SEC) Matrix—India (Urban)
  7. 7. 6-7 SEC Matrix—India (Rural)
  8. 8. 6-8 Socioeconomic Class-wise Distribution of Households (%)
  9. 9. 6-9 Indian Households by Income Groups
  10. 10. 6-10 Age Distribution of Population—India
  11. 11. 6-11 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, and education).  Class designation is mobile over time.
  12. 12. 6-12 Social Factors Reference groups Social roles Statuses Family
  13. 13. 6-13 Reference Groups  Membership  Primary  Secondary  Aspirational  Dissociative
  14. 14. 6-14 Family  Family of orientation Religion Politics Economics  Family of procreation Everyday buying behavior
  15. 15. 6-15 Personal Factors  Age  Life cycle stage  Occupation  Wealth  Personality  Values  Lifestyle  Self-concept
  16. 16. 6-16 Brand Personality  Sincerity  Excitement  Competence  Sophistication  Ruggedness
  17. 17. 6-17 Key Psychological Processes  Motivation  Perception  Learning  Memory
  18. 18. 6-18 Motivation  Freud’s theory  Maslow’s hierarchy of needs  Herzberg’s two-factor theory
  19. 19. 6-19 Perception  Selective attention  Selective retention  Selective distortion  Subliminal perception
  20. 20. 6-20 Figure 6.4 Consumer Buying Process  Problem recognition  Information search  Evaluation  Purchase decision  Postpurchase behavior
  21. 21. 6-21 Sources of Information  Personal  Commercial  Public  Experiential
  22. 22. 6-22 Non-compensatory Models of Choice  Conjunctive  Lexicographic  Elimination-by-aspects
  23. 23. 6-23 Perceived Risk  Functional  Physical  Financial  Social  Psychological  Time
  24. 24. 6-24 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. 25. 6-25 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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