This document outlines a lecture on analyzing consumer markets. It discusses how consumer characteristics, psychological processes, and decision making influence consumer behavior. Consumer characteristics like culture, social factors, and personal attributes shape buying behavior. Psychological concepts such as motivation, perception, learning, and emotions also impact consumer responses to marketing. The document then examines how consumers make purchasing decisions through problem recognition, information search, evaluation, purchase, and post-purchase stages. Finally, it explores ways consumers sometimes stray from rational decision making, like using heuristics and mental shortcuts.

1. ANALYZING CONSUMER
MARKETS
VICTORINO C. GARCIA, JR., MD, FPOGS, FSGOP, FPSCPC
ATENEO GRADUATE SCHOOL OF BUSINESS
V84 MARKETING MANAGEMENT

2. OUTLINE
 HOW DO CONSUMER CHARACTERISTICS INFLUENCE BUYING BEHAVIOR?
 WHAT MAJOR PSYCHOLOGICAL PROCESSES INFLUENCE CONSUMER RESPONSES
TO THE MARKETING PROGRAM?
 HOW CONSUMERS MAKE PURCHASING DECISIONS?
 IN WHAT WAYS DO CONSUMER STRAY FROM DELIBERATE, RATIONAL DECISION
PROCESS?

3. HOW DO CONSUMER CHARACTERISTICS
INFLUENCE BUYING BEHAVIOR?
 CULTURAL FACTORS
 SOCIAL FACTORS
 REFERENCE GROUPS
 CLIQUES
 FAMILY
 ROLES AND STATUS
 PERSONAL FACTORS
 AGE AND STAGE IN THE LIFE
 OCCUPATION AND ECONOMIC CIRCUMSTANCES
 PERSONALITY AND SELF-CONCEPT

4. CULTURE: RELIGION

5. SOCIAL/PERSONAL

6. WHAT MAJOR PSYCHOLOGICAL PROCESSES
INFLUENCE CONSUMER RESPONSES TO THE
MARKETING PROGRAM?
 MOTIVATION
 FREUD’S THEORY
 MASLOW’S THEORY
 HERZBERG’S THEORY
 PERCEPTION
 TOUCH, SMELLS, SOUND, TASTE
 SELECTIVE ATTENTION
 SELECTIVE DISTORTION
 SELECTIVE RETENTION
 SUBLIMINAL PERCEPTION
 LEARNING
 EMOTIONS
 MEMORY
 MEMORY PROCESSES
 MEMORY RETRIEVAL

7. MOTIVATION- FREUD’S THEORY

8. PERCEPTION: SMELL/VISION

9. HOW CONSUMERS MAKE PURCHASING
DECISIONS?

10. HOW CONSUMERS MAKE PURCHASING
DECISIONS?
 PROBLEM RECOGNITION NEW LAPAROSCOPY MACHINE
 INFORMATION SEARCH SOURCES
 EVALUATION OF ALTERNATIVES BRAND INFORMATION
 PURCHASE DECISION PREFERRED PRODUCT
 POSTPURCHASE BEHAVIOR USE OR DISPOSE PRODUCT

11. IN WHAT WAYS DO CONSUMER STRAY FROM
DELIBERATE, RATIONAL DECISION PROCESS
 DECISION HEURISTICS
 AVAILABLITY HEURISTIC
 REPRESENTATIVE HEURISTIC
 ANCHORING AND ADJUSTMENT HEURISTIC
 FRAMING
 MENTAL ACCOUNTING

12. AVAILABLITY HEURISTIC

13. SUMMARY
 HOW DO CONSUMER CHARACTERISTICS INFLUENCE BUYING BEHAVIOR?
 WHAT MAJOR PSYCHOLOGICAL PROCESSES INFLUENCE CONSUMER RESPONSES
TO THE MARKETING PROGRAM?
 HOW CONSUMERS MAKE PURCHASING DECISIONS?
 IN WHAT WAYS DO CONSUMER STRAY FROM DELIBERATE, RATIONAL DECISION
PROCESS?

14. ANALYZING CONSUMER
MARKETS
VICTORINO C. GARCIA, JR., MD, FPOGS, FSGOP, FPSCPC
ATENEO GRADUATE SCHOOL OF BUSINESS
V84 MARKETING MANAGEMENT