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Analyzing Consumer Markets
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible 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?
Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 3 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
Cultural Factors Social Factors Personal Factors
Cultural Factors Culture Subculture Social Class
Social Factors Reference Groups Family Role and Status
Personal Factors Age Life Cycle Stage Personality
Personal Factors Values Occupation Lifestyle Economic situation
Motivation Freud Maslow Herzberg
Maslow’s Hierarchy of Needs
Perception Selective Distortion Selective Retention Selective Attention Subliminal Perception
Learning Driver Cues Discrimination
Memory Brand Associations Mental Maps Memory Processes Encoding Retreival Brand Association
The Buying Decision Process
Buying Decision Process
Problem Recognition Stimulus Internal External “I’m Hungry”
Information Search Personal Commercial Public Experiential
Successive Sets Involved in Consumer Decision Making
Evaluation of Alternatives Attitudes Beliefs
Steps between Evaluation of Alternatives and Purchase Decision
Postpurchase Behavior Postpurchase Satisfaction Postpurchase Actions Defect Loyal Dissatisfied Satisfied Delighted Stay or Go
How Customers Use or Dispose of Products
Behavioral Decision Theory Decision Heuristics Decision Framing
Why People Buy: Consumer Behavior
PRINCIPLES OF MARKETING Consumer Buyer Behavior
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