Phillip Kevin Lane
Kotler • Keller
Marketing Management
r 6
te
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?
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e d
f n
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.
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Model of Consumer Behavior
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What Influences
Consumer Behavior?
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Consumer Behavior
Personal Factors
Cultural Factors
Social Factors
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Cultural Factors
Social Class
Culture
Subculture
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What is Culture?
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Subcultures
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Social Classes
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Characteristics Affecting
Consumer Behavior
Social Factors
Reference Groups
Family
Role and Status
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Characteristics of Social Classes
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Reference Groups
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• Membership groups. Groups having a direct
influence
• Aspirational groups are those a person hopes to
join;
• Dissociative groups are those whose values or
behavior an individual rejects.
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Family Distinctions
Affecting Buying Decisions
• Family
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Personal Factors
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Personal Factors
Personality
Age
Life Cycle Stage
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Personal Factors
Occupation Values
Lifestyle
Economic situation
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6
re
Fig
u Psychological Factors
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Key Psychological Processes
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Motivation
Freud
Maslow
Herzberg
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Motivation
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Behavior Behavior Behavior is
is guided by is driven by guided by
subconscious lowest, motivating
motivations unmet need and hygiene
factors
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.2
6
u re Maslow’s Hierarchy of Needs
Fig
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Maslow’s Hierarchy of Needs
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Perception
Selective Attention
Selective Retention
Subliminal Perception Selective Distortion
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Perception
Selective attention is the tendency for people to screen
out most of the information to which they are exposed
Selective distortion is the tendency for people to
interpret information in a way that will support what
they already believe
Selective retention is the tendency to remember good
points made about a brand they favor and forget good
points about competing brands
Subliminal perception Subliminal messages and
perception are linked to the idea of mind control
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6
u re The Buying Decision Process
Fig
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Buying Decision Process
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Problem Recognition
“I’m Hungry”
Stimulus
• Internal
• External
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e d
f n
De INFORMATION SEARCH
Personal. Family, friends, neighbors,
acquaintances
Commercial. Advertising, Web sites,
salespersons, dealers, packaging, displays
Public. Mass media, consumer-rating
organizations
Experiential. Handling, examining, using the
product
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Information Search
Commercial Public
Personal Experiential
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e
u r Successive Sets Involved in
Fig
Consumer Decision Making
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Evaluation of Alternatives
Beliefs
Attitudes
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Purchase Decision
Noncompensatory Models
Choice Heuristics:
A B • Conjective
• Lexicographic
• Elimination-by-aspect
Brand
Dealer
Purchase
Quantity
subdecisions
Timing
Payment method
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Non-Compensatory Models of Choice: Heuristics
• Conjunctive: The consumer sets a minimum
acceptable cutoff level for each attribute
and chooses the frst alternative that meets the
minimum standard for all attributes.
• Lexicographic: The consumer chooses the best brand
on the basis of its perceived most important
attribute. (Mobile Phones)
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• Elimination-by-aspects: Elimination of brands
based on negative attributes(Mobile phone
compare facility on websites) eliminates
brands that do not meet minimum acceptable
cutoffs
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Postpurchase Behavior
Postpurchase Satisfaction Delighted
Satisfed
Dissatisfed
Loyal
Stay or Go
Defect Postpurchase Actions
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Types of Buying Decision Behavior
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