Analyzing
Consumer Markets
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?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
What Influences
Consumer Behavior?
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
Factors
What is Culture?
Culture is the fundamental determinant
of a persons wants and behaviors
acquired through socialization
processes with family and other key
institutions.
Subcultures
Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Social Factors
Reference
groups
Family
Social
roles
Statuses
Reference Groups
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Family Distinctions
Affecting Buying Decisions
Family of Orientation
Family of Procreation
Personal Factors
Age
Selfconcept
Life cycle
stage
Lifestyle
Occupation
Values
Wealth
Personality
Brand Personality
Sincerity
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
Figure 6.1
Model of Consumer Behavior
Motivation
Perception
Learning
Memory
Motivation
Freuds
Theory
Maslows
Hierarchy
of Needs
Herzbergs
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
the lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
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Problem Recognition
Sources of Information
Personal
Commercial
Public
Experiential
Perceived Risk
Functional
Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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
Mental Accounting
Consumers tend to
Segregate gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses
Marketing Debate
Is target marketing ever bad?
Take a position:
1. Targeting minorities is exploitive.
or
2. Targeting minorities is a sound
business practice.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Discussion