This document discusses factors that influence consumer behavior and the consumer decision making process. It explores how cultural, social, and personal factors like age, occupation, and personality shape consumer behavior. It also examines psychological processes like motivation, perception, learning, and emotions that impact how consumers respond to marketing. Additionally, it outlines the consumer buying process, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key models are presented, like Maslow's hierarchy of needs and the consumer buying process model.

1. Framework for Marketing Management
5
Analyzing
Consumer Markets
1

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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?

3. Consumer Behavior
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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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Social Classes
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers

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Social Factors
Reference groups
Family
Social roles
Statuses

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Reference Groups
 Membership groups
 Primary groups
 Secondary groups
 Aspirational groups
 Disassociative groups

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Family Distinctions
Affecting Buying Decisions

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

12. Age and Stage of Lifecycle
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13. Occupation and Economic
Circumstances
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14. Personality
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Brand Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

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Table 5.1 LOHAS Market Segments
(Lifestyles of
Health and Sustainability)
 Sustainable Economy
 Healthy Lifestyles
 Ecological Lifestyles
 Alternative Health Care
 Personal Development

17. Figure 5.1 Model of
Consumer Behavior
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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

19. Maslow’s Hierarchy
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Perception
 Selective attention
 Selective retention
 Selective distortion
 Subliminal perception

21. Learning
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22. Emotions
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23. Figure 5.2 State Farm Mental Map
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Figure 5.3 Consumer Buying Process
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior

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Sources of Information
CommercialPersonal
Public Experiential

26. Figure 5.4 Successive Sets in
Decision Making
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27. Decision Heuristics
 Availability
 Representativeness
 Anchoring and adjustment
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28. Framing
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29. For Review
 How do consumer characteristics influence
buying behavior?
 What major psychological processes influence
consumer responses to the marketing
program?
 How do consumers make purchasing
decisions?
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