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1. Analyzing
Consumer Markets
Marketing Management, 13th ed
6

2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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?

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Crest Used Mobile Phones to Engage
Consumers in Its Irresistibility
Campaign

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What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors

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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.

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Subcultures
Nationalities
Religions
Racial groups
Geographic regions

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David’s Bridal Targets the Latino Sub-
Culture with its Collection of
Quinceañera Dresses

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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

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Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers

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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

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Social Factors
Reference
groups
Social
roles
Statuses
Family

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Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups

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Family Distinctions
Affecting Buying Decisions
• Family of Orientation
• Family of Procreation

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Radio Shack Targets Women with
Female Store Managers

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Roles and Status
What degree of status is
associated with various
occupational roles?

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Personal Factors
Age
Values
Life cycle
stage
Occupation
Personality
Self-
concept
Wealth
Lifestyle

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The Family Life Cycle

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Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained

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Table 6.2 LOHAS (Lifestyles of Health
and Sustainability) Market Segments
• Sustainable Economy
• Healthy Lifestyles
• Ecological Lifestyles
• Alternative Health Care
• Personal Development

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Figure 6.1
Model of Consumer Behavior

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Key Psychological Processes
Motivation
Memory
Learning
Perception

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Motivation
Freud’s
Theory
Behavior
is guided by
subconscious
motivations
Maslow’s
Hierarchy
of Needs
Behavior
is driven by
the lowest,
unmet need
Herzberg’s
Two-Factor
Theory
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
Subliminal Perception
Selective Retention
Selective Distortion

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Sony Viao´s logo is one that hides a hidden message that can’t be seen that
easily. If you look closely, the design of the word “Viao” shows the symbol of
analogue and digital that defines the two worlds in which the brand works.
It is a clever use of advertising and subliminal marketing because it is not
supposed to be understood or appreciated by everyone so easily.

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Figure 6.3 State Farm Mental Map

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Bahlsen Uses Crunchy Sounds to
Encode Brand Associations

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Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior

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Problem Recognition

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Sources of Information
Personal
Experiential
Public
Commercial

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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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Non-Compensatory Models of Choice
• Conjunctive
• Lexicographic
• Elimination-by-aspects

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Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time

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Figure 6.7 How Customers Use and
Dispose of Products

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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

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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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Marketing Debate
 Is target marketing ever bad?
Take a position:
1. Targeting minorities is exploitive.
or
2. Targeting minorities is a sound
business practice.

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Marketing Discussion
 Do you have rules you employ in
spending money?
 Do you follow Thaler’s four principles
in reacting to gains and losses?