Phillip Kevin Lane
Kotler • Keller
Marketing Management • 14e
r 5
t e
ap
Ch
Analyzing Consumer
Markets
Discussion Questions
1. 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?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
e d
fin
De
Consumer Behavior
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.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 31
Consumer Behavior
Personal Factors
Cultural Factors
Social Factors
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 31
Cultural Factors
Social Class
Culture
Subculture
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 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 7 of 31
Social Factors
Reference Groups
Family
Role and Status
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 31
Personal Factors
Personality
Age
Life Cycle Stage
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 31
Personal Factors
Occupation Values
Lifestyle
Economic situation
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 31
. 1
5
r e
ig u Psychological Factors
F
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 31
Motivation
Freud
Maslow
Herzberg
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 31
. 2
5
r e Maslow’s Hierarchy of Needs
ig u
F
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 31
Perception
Selective Attention
Selective Retention
Subliminal Perception Selective Distortion
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 31
Learning
Driver
Cues
Discrimination
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 31
Emotions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 31
Memory
Memory Processes
Mental Maps
Encoding Association Association
Retreival Association
Association
Association
Brand Associations Brand
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 31
. 3
5
r e Hypothetical State Farm
ig u
F
Mental Map
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 31
. 4
5
r e The Buying Decision Process
ig u
F
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 31
Buying Decision Process
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 31
Problem Recognition
“I’m Hungry”
Stimulus
•Internal
•External
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 31
Information Search
Commercial Public
Personal Experiential
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 31
. 5
5
r e
ig u Successive Sets Involved in
F
Consumer Decision Making
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 31
Evaluation of Alternatives
Beliefs
Attitudes
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 31
Expectancy-Value Model
Attribute
Memory Graphics Size and
Price
Capacity Capacity Weight
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
Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0
Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0
Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0
Model 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 25 of 31
. 6
re
5 Steps between Evaluation of
g u
Fi Alternatives and Purchase
Decision
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 31
Purchase Decision
Noncompensatory Models
Choice Heuristics:
A B •Conjective
•Lexicographic
•Elimination-by-aspect
Brand
Dealer
Purchase
Quantity
subdecisions
Timing
Payment method
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 31
Postpurchase Behavior
Postpurchase Satisfaction Delighted
Satisfied
Dissatisfied
Loyal
Stay or Go
Defect Postpurchase Actions
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 31
. 7
5
r e
F ig u How Customers
Use or Dispose of Products
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 31
Moderating Effects
Low-involvement
Variety seeking
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 31
Behavioral Decision Theory
Decision Framing
Decision Heuristics
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 31
