1. MARKETING MANAGEMENT 12th edition6
Analyzing
Consumer Markets
Kotler Keller

2. What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors

3. Culture The fundamental determinant of a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions

4. Subcultures Nationalities Religions Racial groups Geographic regions
Special interests

5. Social Classes Upper uppers Lower uppers Upper middles Middle class
Working class
Upper lowers
Lower lowers

6. 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

7. Social Factors
Reference
groups
Family
Social
roles
Statuses

8. Reference Groups Membership groups Primary groups Secondary groups
Aspirational groups
Dissociative groups

9. Family Family of Orientation Religion Politics Economics
Family of Procreation
Everyday buying behavior

10. Personal Factors Age Self- Life cycle concept stage Occupation
Lifestyle
Wealth
Values
Personality

11. Behavior changes
according to life cycle stage
Family
Psychological
Critical life events

12. Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained

13. Figure 6.1 Model of Consumer Behavior

14. Key Psychological Processes
Motivation
Perception
Learning
Memory

15. Maslow’s Hierarchy of Needs

16. Subliminal Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception

17. Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior

18. Sources of Information
Personal
Commercial
Public
Experiential

19. Figure 6.5 Successive Sets

20. Figure 6.6 Stages between Evaluation of Alternatives and Purchase
Click on the video icon to launch a video about postpurchase evaluation among Subaru car owners.