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Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
Analyzing Consumer Markets
Chapter 6
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Discussion Questions1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes influence consumer responses to the marketing program?
3. How do consumers make purchasing decisions?
4. In what ways do consumers stray from a deliberative, rational decision process?
Defined
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The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants.
Consumer Behavior
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Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
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Cultural Factors
Culture
Subculture
Social Class
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Average U.S. Outlays IN 2007
38.5% 15.5% 11.4% 8.5% 6.1%
4.8% 4.2% 3.3% 2.1%
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Social FactorsReference Groups
Family
Role and Status
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Personal Factors
Age
Life Cycle Stage
Personality
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Personal Factors
ValuesOccupation
Lifestyle
Economic situation
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Figure 6.1
Psychological Factors
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MotivationFreud
Maslow
Herzberg
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Figure 6.2
Maslow’s Hierarchy of Needs
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Perception
Selective Distortion
Selective Retention
Selective Attention
Subliminal Perception
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Learning
Driver
Cues
Discrimination
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Emotions
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Memory
Brand Associations
Mental Maps
Memory Processes
EncodingRetreival
Brand
Association
Association
Association
Association
Association
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Figure 6.3
Hypothetical State Farm Mental Map
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Figure 6.4
The Buying Decision Process
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Buying Decision Process
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Problem Recognition
Stimulus•Internal•External
“I’m Hungry”
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Information Search
Personal
Commercial Public
Experiential
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Figure 6.5
Successive Sets Involved in Consumer Decision Making
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Evaluation of Alternatives
Attitudes
Beliefs
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AttributeMemory Capacity
Graphics Capacity
Size and Weight Price
Model Weight: 40% Weight: 31% Weight: 20% Weight: 10%
A 8 9 6 9
B 7 7 7 7
C 10 4 3 2
D 5 3 8 5
Expectancy-Value Model
Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 8.0
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Figure 6.6 Steps between Evaluation of
Alternatives and Purchase Decision
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Purchase Decision
Noncompensatory Models
A B
Brand
Dealer
Quantity
Timing
Payment method
Purchase subdecisions
Choice Heuristics:•Conjective •Lexicographic•Elimination-by-aspect
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Postpurchase BehaviorPostpurchase Satisfaction
Postpurchase ActionsDefect
Loyal
Dissatisfied
Satisfied
Delighted
Stay or Go
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Figure 6.7
How Customers Use or Dispose of Products
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Moderating Effects
Low-involvement
Variety seeking
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Behavioral Decision Theory
Decision Heuristics
Decision Framing