A FRAMEWORK for MARKETING MANAGEMENT Kotler KellerCunningham Chapter 5 Analyzing Consumer Markets.
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Transcript of A FRAMEWORK for MARKETING MANAGEMENT Kotler KellerCunningham Chapter 5 Analyzing Consumer Markets.
A FRAMEWORK for MARKETING MANAGEMENT
Kotler Keller Cunningham
Chapter 5Chapter 5Analyzing Consumer
Markets
Chapter Questions
• How do cultural, social, and personal factors influence consumer behaviour buying?
• What major psychological processes influence consumer behaviour to marketing stimuli?
• How do consumers make purchasing decisions?
© Copyright 2008 Pearson Education Canada5-2
Profile: Canadian Marketing Excellence
BMW CANADA
• BMW dominates the luxury passenger segment in Canada• Although it reported a 8.3% growth in sales from the previous
year, its sales still only accounted for 1.4% of the total Canadian market
© Copyright 2008 Pearson Education Canada
•To increase this, BMW reinforces its brand, passion and joy:
•Customers are able to customize cars to their own needs•BMW invested $150 million to transform its Canadian dealerships to reflect its brand aspirations•Use of movies, kiosks at sporting events, and BMW Fascination Driver Training
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What Influences Consumer Behaviour?
Cultural factorsCultural factors
Social factorsSocial factors
Personal factorsPersonal factors
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Culture Influences Buyer Behaviour
Culture is the most fundamental determinant of
a person’s wants and behaviours
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Figure 5.1 Model of Consumer Behaviour
Marketing stimuli
Other stimuli
Consumer characteristics
Consumer psychology
Decision process
Purchase decision
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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
Roles andstatuses
Family
© Copyright 2008 Pearson Education Canada5-9
Social Factors
DESJARDINS
•Desjardins, a Quebec-based banking cooperative has used programs aimed at children since 1901•Provides schools with educational material•Around 200,000 student account holders bank with Desjardins•The bank also educates children with regards to money management
© Copyright 2008 Pearson Education Canada5-10
Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups
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Roles and Statuses
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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Lifestyle influences
Multitasking
Time-starved
Money-constrained
© Copyright 2008 Pearson Education Canada5-15
Key Psychological Processes
Motivation
MemoryLearning
Perception
© Copyright 2008 Pearson Education Canada5-16
Motivation
Freud’sTheory
Behaviouris guided by subconsciousmotivations
Maslow’sHierarchyof Needs
Behaviouris driven by
lowestunmet need
Herzberg’sTwo-Factor
Theory
Behaviour isguided by motivating
and hygienefactors
© Copyright 2008 Pearson Education Canada5-17
Perception
Selective attention
Selective retention
Selective distortion
© Copyright 2008 Pearson Education Canada5-18
Figure 5.3 Consumer Buying Process
Problem recognition
Information search
Evaluation
Purchase decision
Postpurchasebehavior
© Copyright 2008 Pearson Education Canada5-20
Sources of Information
Personal
ExperientialPublic
Commercial
© Copyright 2008 Pearson Education Canada5-21
Basic Concepts Underlying the Consumer Evaluation Process
• Consumer seeks to satisfy a need
• Consumer is looking for specific benefits
• Each product is viewed as a bundle of attributes with varying abilities to deliver benefits that satisfy needs
• Attributes of interest vary by product
© Copyright 2008 Pearson Education Canada5-23
Factors Affecting Purchase Decisions
Consumer’s own preferences
Attitudes of others
Unanticipated situational factors
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Postpurchase Behaviour
Postpurchase satisfaction
Postpurchase actions
Postpurchase product uses
© Copyright 2008 Pearson Education Canada5-26
Postpurchase BehaviourBELL CANADA
• Bell Canada is a leader in reducing customer attrition
• Agents are encouraged to approach “at risk” customers to identify problems ahead of time
© Copyright 2008 Pearson Education Canada
• Bell’s customer service department compares Bell’s offers with the competition in real time and shares this information with its marketing department for action
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