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Analyzing Consumer Markets
Marketing Management, 13th ed
6
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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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
Nationalities Nationalities
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 uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower 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
Referencegroups
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 cyclestage
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’sTheory
Behavioris guided by subconsciousmotivations
Maslow’sHierarchyof Needs
Behavioris driven by the lowest, unmet need
Herzberg’sTwo-Factor
Theory
Behavior isguided by motivating
and hygienefactors
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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
PostpurchaseBehavior
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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 principlesin reacting to gains and losses?