6
Analyzing
Consumer Markets
Marketing Management, 13th ed
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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What Influences
Consumer Behavior?
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
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
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions
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Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower 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
Reference
Family
groups
Social
Statuses
roles
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Reference Groups
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
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Family Distinctions
Affecting Buying Decisions
• Family of Orientation
• Family of Procreation
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Roles and Status
What degree of status is
associated with various
occupational roles?
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Personal Factors
Age
Lifestyle Life cycle
stage
Values Occupation
Personality
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The Family Life Cycle
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Brand Personality
Sincerity
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
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Figure 6.1
Model of Consumer Behavior
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Key Psychological Processes
Motivation Perception
Learning Memory
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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 the lowest, motivating
motivations unmet need and hygiene
factors
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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
Selective Retention
Selective Distortion
Subliminal Perception
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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
Postpurchase
Behavior
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Problem Recognition
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Sources of Information
Personal Commercial
Public Experiential
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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
Functional
Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
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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 Decision Heuristics
• Elaboration • Availability
Likelihood Model • Representativeness
• Low-involvement • Anchoring and
marketing adjustment
strategies
• Variety-seeking
buying behavior
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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 principles
in reacting to gains and losses?
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