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Analyzing Consumer Behavior and Decision Making
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Principles of Marketing Chapter 5 Consumer Markets and Consumer Buying Behavior
Principles of Marketing Chapter 5 Consumer Markets and Consumer Buying Behavior
Analyzing Consumer Behavior and Decision Making
1.
Analyzing Consumer Markets Marketing Management,
13th ed 6
2.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 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?
3.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall What Influences Consumer Behavior? • Cultural factors • Social factors • Personal factors
4.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 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.
5.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Subcultures • Nationalities • Religions • Racial groups • Geographic regions
6.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 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
7.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Social Classes • Upper uppers • Lower uppers • Upper middles • Middle • Working • Upper lowers • Lower lowers
8.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 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
9.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Social Factors • Reference groups • Family • Social roles • Statuses
10.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Reference Groups • Membership groups • Primary groups • Secondary groups • Aspirational groups • Disassociative groups
11.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Family Distinctions Affecting Buying Decisions • Family of Orientation • Family of Procreation
12.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Personal Factors • Age • Life cycle stage • Occupation • Wealth • Personality • Values • Lifestyle • Self-concept
13.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness
14.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Lifestyle Influences • Multi-tasking • Time-starved • Money-constrained
15.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments • Sustainable Economy • Healthy Lifestyles • Ecological Lifestyles • Alternative Health Care • Personal Development
16.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Key Psychological Processes • Motivation • Perception • Learning • Memory
17.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Motivation Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors
18.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Maslow’s Hierarchy of Needs • Physiological needs • Safety needs • Social needs • Esteem needs • Self-actualization needs
19.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Perception • Selective attention • Selective retention • Selective distortion • Subliminal perception
20.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Figure 6.4 Consumer Buying Process • Problem recognition • Information search • Evaluation • Purchase decision • Postpurchase behavior
21.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Sources of Information • Personal • Commercial • Public • Experiential
22.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Non-Compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspects
23.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall Perceived Risk • Functional • Physical • Financial • Social • Psychological • Time
24.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 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
25.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 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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