Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Analyzing  Consumer Markets Marketing Management, 13 th  ed 6
Chapter Questions <ul><li>How do consumer characteristics influence buying behavior? </li></ul><ul><li>What major psycholo...
What Influences  Consumer Behavior? <ul><li>Cultural factors </li></ul><ul><li>Social factors </li></ul><ul><li>Personal f...
What is Culture? <ul><li>Culture  is the fundamental determinant of a person’s wants and behaviors acquired through social...
Subcultures <ul><li>Nationalities </li></ul><ul><li>Religions </li></ul><ul><li>Racial groups </li></ul><ul><li>Geographic...
Fast Facts About  American Culture <ul><li>The average American: </li></ul><ul><ul><li>chews 300 sticks of gum a year </li...
Social Classes <ul><li>Upper uppers </li></ul><ul><li>Lower uppers </li></ul><ul><li>Upper middles </li></ul><ul><li>Middl...
Characteristics of Social Classes <ul><li>Within a class, people tend to behave alike </li></ul><ul><li>Social class conve...
Social Factors <ul><li>Reference groups </li></ul><ul><li>Family </li></ul><ul><li>Social roles </li></ul><ul><li>Statuses...
Reference Groups <ul><li>Membership groups </li></ul><ul><li>Primary groups </li></ul><ul><li>Secondary groups </li></ul><...
Family Distinctions  Affecting Buying Decisions <ul><li>Family of Orientation </li></ul><ul><li>Family of Procreation </li...
Personal Factors <ul><li>Age </li></ul><ul><li>Life cycle stage </li></ul><ul><li>Occupation </li></ul><ul><li>Wealth </li...
Brand Personality <ul><li>Sincerity </li></ul><ul><li>Excitement </li></ul><ul><li>Competence </li></ul><ul><li>Sophistica...
Lifestyle Influences <ul><li>Multi-tasking </li></ul><ul><li>Time-starved </li></ul><ul><li>Money-constrained </li></ul>
Table 6.2  LOHAS (Lifestyles of Health and Sustainability) Market Segments <ul><li>Sustainable Economy </li></ul><ul><li>H...
Key Psychological Processes <ul><li>Motivation </li></ul><ul><li>Perception </li></ul><ul><li>Learning </li></ul><ul><li>M...
Motivation Freud’s Theory Behavior is guided by  subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven b...
Maslow’s Hierarchy of Needs <ul><li>Physiological needs </li></ul><ul><li>Safety needs </li></ul><ul><li>Social needs </li...
Perception <ul><li>Selective attention </li></ul><ul><li>Selective retention </li></ul><ul><li>Selective distortion </li><...
Figure 6.4  Consumer Buying Process <ul><li>Problem recognition </li></ul><ul><li>Information search </li></ul><ul><li>Eva...
Sources of Information <ul><li>Personal </li></ul><ul><li>Commercial </li></ul><ul><li>Public </li></ul><ul><li>Experienti...
Non-Compensatory Models of Choice <ul><li>Conjunctive </li></ul><ul><li>Lexicographic </li></ul><ul><li>Elimination-by-asp...
Perceived Risk <ul><li>Functional </li></ul><ul><li>Physical </li></ul><ul><li>Financial </li></ul><ul><li>Social </li></u...
Other Theories of  Consumer Decision Making <ul><li>Involvement </li></ul><ul><li>Elaboration Likelihood Model </li></ul><...
Mental Accounting <ul><li>Consumers tend to… </li></ul><ul><ul><li>Segregate gains </li></ul></ul><ul><ul><li>Integrate lo...
Upcoming SlideShare
Loading in …5
×

Kotler mm 13e_basic_06

1,551 views

Published on

  • Be the first to comment

  • Be the first to like this

Kotler mm 13e_basic_06

  1. 1. Analyzing Consumer Markets Marketing Management, 13 th ed 6
  2. 2. Chapter Questions <ul><li>How do consumer characteristics influence buying behavior? </li></ul><ul><li>What major psychological processes influence consumer responses to the marketing program? </li></ul><ul><li>How do consumers make purchasing decisions? </li></ul><ul><li>How do marketers analyze consumer decision making? </li></ul>
  3. 3. What Influences Consumer Behavior? <ul><li>Cultural factors </li></ul><ul><li>Social factors </li></ul><ul><li>Personal factors </li></ul>
  4. 4. What is Culture? <ul><li>Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions. </li></ul>
  5. 5. Subcultures <ul><li>Nationalities </li></ul><ul><li>Religions </li></ul><ul><li>Racial groups </li></ul><ul><li>Geographic regions </li></ul>
  6. 6. Fast Facts About American Culture <ul><li>The average American: </li></ul><ul><ul><li>chews 300 sticks of gum a year </li></ul></ul><ul><ul><li>goes to the movies 9 times a year </li></ul></ul><ul><ul><li>takes 4 trips per year </li></ul></ul><ul><ul><li>attends a sporting event 7 times each year </li></ul></ul>
  7. 7. Social Classes <ul><li>Upper uppers </li></ul><ul><li>Lower uppers </li></ul><ul><li>Upper middles </li></ul><ul><li>Middle </li></ul><ul><li>Working </li></ul><ul><li>Upper lowers </li></ul><ul><li>Lower lowers </li></ul>
  8. 8. Characteristics of Social Classes <ul><li>Within a class, people tend to behave alike </li></ul><ul><li>Social class conveys perceptions of inferior or superior position </li></ul><ul><li>Class may be indicated by a cluster of variables (occupation, income, wealth) </li></ul><ul><li>Class designation is mobile over time </li></ul>
  9. 9. Social Factors <ul><li>Reference groups </li></ul><ul><li>Family </li></ul><ul><li>Social roles </li></ul><ul><li>Statuses </li></ul>
  10. 10. Reference Groups <ul><li>Membership groups </li></ul><ul><li>Primary groups </li></ul><ul><li>Secondary groups </li></ul><ul><li>Aspirational groups </li></ul><ul><li>Disassociative groups </li></ul>
  11. 11. Family Distinctions Affecting Buying Decisions <ul><li>Family of Orientation </li></ul><ul><li>Family of Procreation </li></ul>
  12. 12. Personal Factors <ul><li>Age </li></ul><ul><li>Life cycle stage </li></ul><ul><li>Occupation </li></ul><ul><li>Wealth </li></ul><ul><li>Personality </li></ul><ul><li>Values </li></ul><ul><li>Lifestyle </li></ul><ul><li>Self-concept </li></ul>
  13. 13. Brand Personality <ul><li>Sincerity </li></ul><ul><li>Excitement </li></ul><ul><li>Competence </li></ul><ul><li>Sophistication </li></ul><ul><li>Ruggedness </li></ul>
  14. 14. Lifestyle Influences <ul><li>Multi-tasking </li></ul><ul><li>Time-starved </li></ul><ul><li>Money-constrained </li></ul>
  15. 15. Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments <ul><li>Sustainable Economy </li></ul><ul><li>Healthy Lifestyles </li></ul><ul><li>Ecological Lifestyles </li></ul><ul><li>Alternative Health Care </li></ul><ul><li>Personal Development </li></ul>
  16. 16. Key Psychological Processes <ul><li>Motivation </li></ul><ul><li>Perception </li></ul><ul><li>Learning </li></ul><ul><li>Memory </li></ul>
  17. 17. Motivation Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors
  18. 18. Maslow’s Hierarchy of Needs <ul><li>Physiological needs </li></ul><ul><li>Safety needs </li></ul><ul><li>Social needs </li></ul><ul><li>Esteem needs </li></ul><ul><li>Self-actualization needs </li></ul>
  19. 19. Perception <ul><li>Selective attention </li></ul><ul><li>Selective retention </li></ul><ul><li>Selective distortion </li></ul><ul><li>Subliminal perception </li></ul>
  20. 20. Figure 6.4 Consumer Buying Process <ul><li>Problem recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation </li></ul><ul><li>Purchase decision </li></ul><ul><li>Postpurchase behavior </li></ul>
  21. 21. Sources of Information <ul><li>Personal </li></ul><ul><li>Commercial </li></ul><ul><li>Public </li></ul><ul><li>Experiential </li></ul>
  22. 22. Non-Compensatory Models of Choice <ul><li>Conjunctive </li></ul><ul><li>Lexicographic </li></ul><ul><li>Elimination-by-aspects </li></ul>
  23. 23. Perceived Risk <ul><li>Functional </li></ul><ul><li>Physical </li></ul><ul><li>Financial </li></ul><ul><li>Social </li></ul><ul><li>Psychological </li></ul><ul><li>Time </li></ul>
  24. 24. Other Theories of Consumer Decision Making <ul><li>Involvement </li></ul><ul><li>Elaboration Likelihood Model </li></ul><ul><li>Low-involvement marketing strategies </li></ul><ul><li>Variety-seeking buying behavior </li></ul><ul><li>Decision Heuristics </li></ul><ul><li>Availability </li></ul><ul><li>Representativeness </li></ul><ul><li>Anchoring and adjustment </li></ul>
  25. 25. Mental Accounting <ul><li>Consumers tend to… </li></ul><ul><ul><li>Segregate gains </li></ul></ul><ul><ul><li>Integrate losses </li></ul></ul><ul><ul><li>Integrate smaller losses with larger gains </li></ul></ul><ul><ul><li>Segregate small gains from large losses </li></ul></ul>

×