Consumer markets
31
Kotler • Keller Phillip Kevin Lane Marketing Management • 14e
-
Upload
dominic-deusdedith -
Category
Business
-
view
73 -
download
0
description
customer markets
Transcript of Consumer markets
Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
Analyzing Consumer Markets
Chapter 6
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
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
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 31
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
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 31
Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 31
Cultural Factors
Culture
Subculture
Social Class
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 31
Average U.S. Outlays IN 2007
38.5% 15.5% 11.4% 8.5% 6.1%
4.8% 4.2% 3.3% 2.1%
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 31
Social FactorsReference Groups
Family
Role and Status
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 31
Personal Factors
Age
Life Cycle Stage
Personality
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 31
Personal Factors
ValuesOccupation
Lifestyle
Economic situation
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 31
Figure 6.1
Psychological Factors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 31
MotivationFreud
Maslow
Herzberg
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 31
Figure 6.2
Maslow’s Hierarchy of Needs
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 31
Perception
Selective Distortion
Selective Retention
Selective Attention
Subliminal Perception
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 31
Learning
Driver
Cues
Discrimination
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 31
Emotions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 31
Memory
Brand Associations
Mental Maps
Memory Processes
EncodingRetreival
Brand
Association
Association
Association
Association
Association
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 31
Figure 6.3
Hypothetical State Farm Mental Map
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 31
Figure 6.4
The Buying Decision Process
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 31
Buying Decision Process
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 31
Problem Recognition
Stimulus•Internal•External
“I’m Hungry”
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 31
Information Search
Personal
Commercial Public
Experiential
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 31
Figure 6.5
Successive Sets Involved in Consumer Decision Making
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 31
Evaluation of Alternatives
Attitudes
Beliefs
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 31
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
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 31
Figure 6.6 Steps between Evaluation of
Alternatives and Purchase Decision
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 31
Purchase Decision
Noncompensatory Models
A B
Brand
Dealer
Quantity
Timing
Payment method
Purchase subdecisions
Choice Heuristics:•Conjective •Lexicographic•Elimination-by-aspect
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 31
Postpurchase BehaviorPostpurchase Satisfaction
Postpurchase ActionsDefect
Loyal
Dissatisfied
Satisfied
Delighted
Stay or Go
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 31
Figure 6.7
How Customers Use or Dispose of Products
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 31
Moderating Effects
Low-involvement
Variety seeking
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 31
Behavioral Decision Theory
Decision Heuristics
Decision Framing
