analyzing consumer

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Analyzing Consumer Markets Marketing Management, 13 th ed 6

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Page 1: analyzing consumer

Analyzing Consumer Markets

Marketing Management, 13th ed

6

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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?