1. Marketing’s Role in the Global Economy
Chapter 4
Consumer
Behavior
Chapter One
Marketing’s Role in the Global Economy
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2. Consumer behavior??

3. Analyzing consumer behavior 6 Ws 1H and 7 Os
1.Who
is in the target market?
Occupants
2.What
does the consumer buy?
Objects
3.Why
does the consumer buy?
Objectives
4.Who
participates in the buying?
Organizations
5.When
does the consumer buy?
Occasions
6.Where
does the consumer buy?
Outlets
7.How
does the consumer buy?
Operations

4. Marketing stimulus / Other Stimulus
Consumer behavior model
Stimulus
Marketing stimulus / Other Stimulus
Cultural factors
Social factors
Psychological
factors
Buyer’s
decision process
Technological
factors
Personal
factors
Situational
factors
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5. Model of Buyer BehaviorS R
Marketing and
Other Stimuli
Marketing
Product
Price
Place
Promotion
Other
Economic
Technological
Political
Cultural
Buyer’s Black Box
Buyer Characteristics
Buyer Decision Process
Buyer Responses
Product Choice
Brand Choice
Purchase Timing
Purchase Amount 5

6. Culture Subculture Social class - Nationality - Geographical
Cultural factors
Culture
Subculture
- Nationality - Geographical
- Religious - Occupational
- Racial - Age - Sex
Social class
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7. Some (abbreviated) characteristics
Characteristics and Relative Size of Different Social Class Groups in the United States
Relative size
Group
Some (abbreviated) characteristics
Upper-class
Upper-middle
class
Lower-middle
class*
Upper-lower
(“working”) class*
Lower-lower
1.5%
12.5%
32%
38%
16%
People from old wealthy families and socially prominent new rich...
Small business people, teachers, office workers, technicians--the typical white collar workers...
The blue collar workers--factory workers, skilled laborers, and service people…most earn good incomes...
Unskilled laborers and people in very low status occupations
* America’s “mass market”
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8. Social Class Upper Class - Upper-upper class (Old family)
- Lower-upper class (New rich)
Middle class
- Upper-middle class
- Lower-middle class (White-collar)
Lower class
- Upper-lower class (Blue-collar)
- Lower-lower class
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9. Social (intra-personal) Influences on Consumers
Reference groups
Family
Roles and status
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10. Factors Affecting Consumer Behavior: Social
Groups
Membership group
Aspirational group
Family (most important)
Husband, wife, kids
Influencer, buyer, user
Social Factors
Roles and Status 10

11. Psychological (intra-personal) Variables
Motivation
Perception
Learning
Attitudes and beliefs
Personality
Lifestyle (psychographics)
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12. Possible Needs Motivating a Person to Some Action
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13. Maslow’s Hierarchy of Needs

14. Selective comprehension
2. Perception Processes
Selective explosure
Selective attention
Selective comprehension
Selective retention
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15. 3. The Learning Process
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16. 4. Beliefs
5.Attitudes
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17. 6. Personality Brand personality 1. Sincerity 2. Excitement
3. Competence
4. Sophistication
5. Ruggedness
Freud’s theory of motivation Id Ego Superego
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18. Personal factors Age Family lifecycle (FLC) Occupation Income
Education
Value and lifestyle
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19. Family Life Cycle Factors
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20. Stages in Modern Family Life Cycles
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21. Personal factors
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22. Lifestyle Dimensions (and some related demographic dimensions)
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23. Situational factors Physical surroundings Time Mood 23
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24. Technological factors
Web access
Search capabilities
Evaluation capabilities
Purchase option
Post purchase feedback
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25. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A Model of Consumer Behavior
This slide relates to material on p. 110.
: Indicates place where slide “builds” to include the corresponding point.
Summary Overview
Economics and psychology are often cited as the main sources of marketing thought, but marketing also derives a great deal of knowledge about consumer behavior from sociology, anthropology, and communication theory. The basic model of consumer behavior shown here integrates many of these influences.
Key Issues
These influences include psychological variables, social influences, and events in the purchase situation.
Psychological variables are things that are going on in the mind of the consumer that affect purchase. Attitudes, personality, learning processes, and perceptions are among these psychological influences.
There are also influences from outside the consumer, such as social influences, that have to do with the associations that the buyer might have with other people. Culture, social class, and family influences are examples.
Purchase situation factors also exist, such as the reason for the purchase, the time pressure involved, and the surroundings of the purchase.
Discussion Question: How might your purchase of a product be different if you have little time to make your decision as opposed to having unlimited time?
Marketing mixes and other stimuli also affect this process.
Taken together, all the influences have an impact on the problem solving process that a consumer enters into when it’s determined that there is a purchase need. The outcome of this entire process might be a purchase, or it might be a decision not to purchase. : : :
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26. Factors Affecting Consumer Behavior: Personal
Personal Influences
Age and Life
Cycle Stage
Occupation
Personality &
Self-Concept
Economic
Situation
Activities
Interests
Lifestyle Identification
Opinions
Factors Affecting Consumer Behavior: Personal
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 26

27. A Generic Model of Consumer Problem Solving

28. Decision Making as Problem Solving (cont.)
Five basic stages or sub processes
Problem recognition
Search for alternative solutions
Evaluation of alternatives
Purchase
Postpurchase use and reevaluation of chosen alternative
Generic model often provides an imperfect account of actual problem-solving processes

29. An Expanded Model of the Consumer Problem-Solving Process
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30. Relation of Problem-Solving Process, Adoption Process, and Learning (given a problem)
Problem-solving steps
Becoming aware of or interested in the problem
Gathering information about possible solutions
Evaluating alternative solutions, perhaps trying some out
Deciding on the appropriate solution
Evaluating the decision
Adoption process steps
Awareness and interest
Interest and evaluation
Evaluation, maybe trial
Decision
Confirmation
Learning steps
Drive
Cues
Response
Reinforcement
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