Ch6 lec7&8

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Ch6 lec7&8

  1. 1. AnalyzingConsumer MarketsMarketing Management, 13thed6
  2. 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallChapter Questions• How do consumer characteristicsinfluence buying behavior?• What major psychological processesinfluence consumer responses to themarketing program?• How do consumers make purchasingdecisions?• How do marketers analyze consumerdecision making?
  3. 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallWhat InfluencesConsumer Behavior?• Cultural factors• Social factors• Personal factors
  4. 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallWhat is Culture?Culture is the fundamental determinantof a person’s wants and behaviorsacquired through socializationprocesses with family and other keyinstitutions.
  5. 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallSubcultures• Nationalities• Religions• Racial groups• Geographic regions
  6. 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallFast Facts AboutAmerican 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. 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallSocial Classes• Upper uppers• Lower uppers• Upper middles• Middle• Working• Upper lowers• Lower lowers
  8. 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallCharacteristics of Social Classes• Within a class, people tend to behavealike• Social class conveys perceptions ofinferior or superior position• Class may be indicated by a cluster ofvariables (occupation, income, wealth)• Class designation is mobile over time
  9. 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallSocial Factors• Reference groups• Family• Social roles• Statuses
  10. 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallReference Groups• Membership groups• Primary groups• Secondary groups• Aspirational groups• Disassociative groups
  11. 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallFamily DistinctionsAffecting Buying Decisions• Family of Orientation• Family of Procreation
  12. 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPersonal Factors• Age• Life cycle stage• Occupation• Wealth• Personality• Values• Lifestyle• Self-concept
  13. 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallBrand Personality• Sincerity• Excitement• Competence• Sophistication• Ruggedness
  14. 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallLifestyle Influences• Multi-tasking• Time-starved• Money-constrained
  15. 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallTable 6.2 LOHAS (Lifestyles of Healthand Sustainability) Market Segments• Sustainable Economy• Healthy Lifestyles• Ecological Lifestyles• Alternative Health Care• Personal Development
  16. 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallKey Psychological Processes• Motivation• Perception• Learning• Memory
  17. 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallMotivationFreud’sTheoryBehavioris guided bysubconsciousmotivationsMaslow’sHierarchyof NeedsBehavioris driven bylowest,unmet needHerzberg’sTwo-FactorTheoryBehavior isguided bymotivatingand hygienefactors
  18. 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallMaslow’s Hierarchy of Needs• Physiological needs• Safety needs• Social needs• Esteem needs• Self-actualization needs
  19. 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPerception• Selective attention• Selective retention• Selective distortion• Subliminal perception
  20. 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallFigure 6.4 Consumer Buying Process• Problem recognition• Information search• Evaluation• Purchase decision• Postpurchase behavior
  21. 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallSources of Information• Personal• Commercial• Public• Experiential
  22. 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallNon-Compensatory Models of Choice• Conjunctive• Lexicographic• Elimination-by-aspects
  23. 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPerceived Risk• Functional• Physical• Financial• Social• Psychological• Time
  24. 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallOther Theories ofConsumer Decision MakingInvolvement• ElaborationLikelihood Model• Low-involvementmarketingstrategies• Variety-seekingbuying behaviorDecision Heuristics• Availability• Representativeness• Anchoring andadjustment
  25. 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallMental Accounting• Consumers tend to…• Segregate gains• Integrate losses• Integrate smaller losses with larger gains• Segregate small gains from large losses

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