This document discusses factors that influence consumer behavior and the consumer decision-making process. It covers cultural factors like subcultures, social factors like reference groups and social roles, and personal factors like demographics, values, and lifestyle. Key psychological processes that influence consumer responses are motivation, memory/learning, and perception. The consumer decision process involves problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Marketers analyze this process using models of consumer behavior and decision making.

1. Analyzing
Consumer Markets
Marketing Management, 13th
ed
6

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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?
• How do marketers analyze consumer
decision making?

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Crest Used Mobile Phones to Engage
Consumers in Its Irresistibility
Campaign

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What Influences
Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal 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
NationalitiesNationalities
ReligionsReligions
Racial groupsRacial groups
Geographic regionsGeographic regions

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David’s Bridal Targets the Latino Sub-
Culture with its Collection of
Quinceañera Dresses

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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 class
Working class
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
Social
roles
Statuses
Family

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Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups

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Family Distinctions
Affecting Buying Decisions
• Family of Orientation
• Family of Procreation

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Radio Shack Targets Women with
Female Store Managers

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Roles and Status
What degree of status is
associated with various
occupational roles?

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

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The Family Life Cycle

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Brand Personality
SinceritySincerity
ExcitementExcitement
CompetenceCompetence
SophisticationSophistication
RuggednessRuggedness

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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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Figure 6.1
Model of Consumer Behavior

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Key Psychological Processes
Motivation
MemoryLearning
Perception

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Motivation
Freud’s
Theory
Behavior
is guided by
subconscious
motivations
Maslow’s
Hierarchy
of Needs
Behavior
is driven by
the 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

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Herzberg’s Two-Factor Theory

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Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion

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Figure 6.3 State Farm Mental Map

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Bahlsen Uses Crunchy Sounds to
Encode Brand Associations

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Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior

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Problem Recognition

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Sources of Information
Personal
ExperientialPublic
Commercial

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Figure 6.5 Successive Sets Involved in
Consumer Decision Making

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Table 6.4 A Consumer’s Evaluation of
Brand Beliefs About Laptops

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Figure 6.6 Stages between Evaluation
of Alternatives and Purchase

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Non-Compensatory Models of Choice
• Conjunctive
• Lexicographic
• Elimination-by-aspects

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Perceived Risk
FunctionalFunctional
PhysicalPhysical
FinancialFinancial
SocialSocial
PsychologicalPsychological
TimeTime

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Figure 6.7 How Customers Use and
Dispose of Products

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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

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Marketing Debate
 Is target marketing ever bad?
Take a position:
1. Targeting minorities is exploitive.
or
2. Targeting minorities is a sound
business practice.

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Marketing Discussion
 Do you have rules you employ in
spending money?
 Do you follow Thaler’s four principles
in reacting to gains and losses?