marketing management

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

2. 2
Analyzing Consumer
Markets
Rustie M. Fidel
Ateneo Graduate School of Business
April 8, 2022
Chapter 06 :
http://rustie27.blogspot.com/

3. Chapter Outline
 Influences of Consumer Behavior
 Subcultures
 Social Factors
 Personal Factors
 Brand Personality
 Key Psychological Processes
 Motivation
 Perception
 Consumer Buying Process
 Perceived Risk
http://rustie27.blogspot.com/

4. Concept # 1
Influences of Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
I’m muslim!
I don’t buy
that thing! 
I want the LV bag!
It’s the bag
of the ELITE! 
I want that
swimsuit!
That would fit
my body! 
http://rustie27.blogspot.com/

5. Concept # 2
Subcultures
Nationalities
Religions
Racial Groups
Geographic Regions
http://rustie27.blogspot.com/

6. Concept # 3
Social Factors
Reference Groups Family
Social Roles Statuses
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7. Concept # 4
Personal Factors
Age
Self Concept
Lifestyle
Values
Life Cycle Stage
Occupation
Wealth
Personality
http://rustie27.blogspot.com/

8. Concept # 5
Brand Personality
Sincerity Excitement
Sophistication Competence
Ruggedness
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9. Concept # 6
Key Psychological Processes
Motivation Perception
Learning Memory
http://rustie27.blogspot.com/

10. Concept # 7
Motivation
Freud’s
Theory
Maslow’s
Hierarchy
of
Needs
Herzberg’s
Two-Factor
Theory
http://rustie27.blogspot.com/

11. Concept # 8
Perception
Selective Attention
Selection Retention
Subliminal Perception
Selective Distortion
http://rustie27.blogspot.com/

12. Concept # 9
Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision Post Purchase behavior
http://rustie27.blogspot.com/

13. Concept # 10
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
http://rustie27.blogspot.com/