analyzing consumer

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analyzing consumer

  1. 1. 6 Analyzing Consumer MarketsMarketing Management, 13th ed
  2. 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?Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  3. 3. Crest Used Mobile Phones to Engage Consumers in Its Irresistibility CampaignCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  4. 4. What Influences Consumer Behavior? Cultural Factors Cultural Factors Social Factors Social Factors Personal Factors Personal FactorsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  5. 5. 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.Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  6. 6. Subcultures Nationalities Nationalities Religions Religions Racial groups Racial groups Geographic regions Geographic regionsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  7. 7. David’s Bridal Targets the Latino Sub- Culture with its Collection of Quinceañera DressesCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  8. 8. 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 yearCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  9. 9. Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowersCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  10. 10. 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 timeCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  11. 11. Social Factors Reference Family groups Social Statuses rolesCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  12. 12. Reference Groups Membership groups Membership groups Primary groups Primary groups Secondary groups Secondary groups Aspirational groups Aspirational groups Dissociative groups Dissociative groupsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  13. 13. Family Distinctions Affecting Buying Decisions • Family of Orientation • Family of ProcreationCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  14. 14. Radio Shack Targets Women with Female Store ManagersCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  15. 15. Roles and Status What degree of status is associated with various occupational roles?Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  16. 16. Personal Factors Age Self- Life cycle concept stage Lifestyle Occupation Values Wealth PersonalityCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  17. 17. The Family Life CycleCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  18. 18. Brand Personality Sincerity Sincerity Excitement Excitement Competence Competence Sophistication Sophistication Ruggedness RuggednessCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  19. 19. Lifestyle Influences Multi-tasking Time-starved Money-constrainedCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  20. 20. Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments • Sustainable Economy • Healthy Lifestyles • Ecological Lifestyles • Alternative Health Care • Personal DevelopmentCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  21. 21. Figure 6.1 Model of Consumer BehaviorCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  22. 22. Key Psychological Processes Motivation Perception Learning MemoryCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  23. 23. Motivation Maslow’s Herzberg’s Freud’s Hierarchy Two-Factor Theory of Needs Theory Behavior Behavior Behavior is is guided by is driven by guided by subconscious the lowest, motivating motivations unmet need and hygiene factorsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  24. 24. Maslow’s Hierarchy of NeedsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  25. 25. Herzberg’s Two-Factor TheoryCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  26. 26. Perception Selective Attention Selective Retention Selective Distortion Subliminal PerceptionCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  27. 27. Figure 6.3 State Farm Mental MapCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  28. 28. Bahlsen Uses Crunchy Sounds to Encode Brand AssociationsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  29. 29. Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase BehaviorCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  30. 30. Problem RecognitionCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  31. 31. Sources of Information Personal Commercial Public ExperientialCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  32. 32. Figure 6.5 Successive Sets Involved in Consumer Decision MakingCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  33. 33. Table 6.4 A Consumer’s Evaluation of Brand Beliefs About LaptopsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  34. 34. Figure 6.6 Stages between Evaluation of Alternatives and PurchaseCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  35. 35. Non-Compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspectsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  36. 36. Perceived Risk Functional Functional Physical Physical Financial Financial Social Social Psychological Psychological Time TimeCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  37. 37. Figure 6.7 How Customers Use and Dispose of ProductsCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  38. 38. Other Theories of Consumer Decision Making Involvement Decision Heuristics • Elaboration • Availability Likelihood Model • Representativeness • Low-involvement • Anchoring and marketing adjustment strategies • Variety-seeking buying behaviorCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  39. 39. Mental Accounting • Consumers tend to… • Segregate gains • Integrate losses • Integrate smaller losses with larger gains • Segregate small gains from large lossesCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  40. 40. Marketing Debate  Is target marketing ever bad? Take a position: 1. Targeting minorities is exploitive. or 2. Targeting minorities is a sound business practice.Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
  41. 41. Marketing Discussion  Do you have rules you employ in spending money?  Do you follow Thaler’s four principles in reacting to gains and losses?Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

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