1. Analyzing Consumer Markets6
Analyzing Consumer Markets
Marketing Management, 13th ed

2. What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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3. 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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4. Subcultures Nationalities Religions Racial groups Geographic regions
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5. David’s Bridal Targets the Latino Sub-Culture with its Collection of Quinceañera Dresses
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6. Social Classes Upper uppers Lower uppers Upper middles Middle class
Working class
Upper lowers
Lower lowers
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7. 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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8. Social Factors Reference Family groups Social Statuses roles
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9. Reference Groups Membership groups Primary groups Secondary groups
Aspirational groups
Dissociative groups
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10. Family Distinctions Affecting Buying Decisions
Family of Orientation
Family of Procreation
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11. Roles and Status
What degree of status is associated with various occupational roles?
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12. Personal Factors Age Self- Life cycle concept stage Occupation
Lifestyle
Wealth
Values
Personality
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13. The Family Life Cycle
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14. Ecological Lifestyles Alternative Health Care Personal Development
Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
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15. Figure 6.1 Model of Consumer Behavior
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16. Key Psychological Processes
Motivation
Perception
Learning
Memory
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17. Maslow’s Hierarchy of Needs
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18. Subliminal Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
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19. Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
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20. Sources of Information
Personal
Commercial
Public
Experiential
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21. Figure 6.5 Successive Sets Involved in Consumer Decision Making
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22. Figure 6.6 Stages between Evaluation of Alternatives and Purchase
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