This document discusses factors that influence consumer behavior and the consumer decision-making process. It describes how cultural, social, and personal characteristics impact buying behaviors. Key psychological processes like motivation, perception, learning, and memory shape consumer responses. The document also outlines models of consumer decision making, including the consumer buying process of problem recognition, information search, evaluation, purchase decision, and post-purchase behavior. Marketers analyze these influences and processes to understand how consumers make purchasing choices.

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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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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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
• Working
• 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
• 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
• Family of Orientation
• Family of Procreation

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

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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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Key Psychological Processes
• Motivation
• Perception
• Learning
• Memory

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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

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Maslow’s Hierarchy of Needs
• Physiological needs
• Safety needs
• Social needs
• Esteem needs
• Self-actualization needs

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Perception
• Selective attention
• Selective retention
• Selective distortion
• Subliminal perception

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Figure 6.4 Consumer Buying Process
• Problem recognition
• Information search
• Evaluation
• Purchase decision
• Postpurchase behavior

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Sources of Information
• Personal
• Commercial
• Public
• Experiential

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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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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