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Analyzing Consumer Markets

Marketing Management, 13th ed

What Influences Consumer Behavior?

Cultural Factors

Social Factors

Personal Factors

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What is Culture?
Culture is the fundamental determinant of a persons 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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Davids Bridal Targets the Latino SubCulture with its Collection of Quinceaera Dresses

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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

Family

Social roles

Statuses

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Reference Groups
Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups
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Family Distinctions Affecting Buying Decisions

Family of Orientation Family of Procreation

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Roles and Status

What degree of status is associated with various occupational roles?

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Personal Factors
Age
Selfconcept Lifestyle Values Personality Life cycle stage

Occupation
Wealth

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The Family Life Cycle

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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

Perception

Learning

Memory

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Maslows Hierarchy of 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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Figure 6.5 Successive Sets Involved in Consumer Decision Making

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Figure 6.6 Stages between Evaluation of Alternatives and Purchase

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