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MARKETING MANAGEMENT 12th edition
6 Analyzing Consumer Markets Kotler Keller
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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?
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Emerging Trends in Consumer Behavior
Metrosexual – Straight urban man who enjoys shopping and using grooming products
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What Influences Consumer Behavior?
Cultural Factors Social Factors Personal Factors
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Culture The fundamental determinant of a person’s wants and behaviors
acquired through socialization processes with family and other key institutions
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Subcultures Nationalities Religions Racial groups Geographic regions
Special interests
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Insight into the subculture of wine enthusiasts
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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
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Social Classes Upper uppers Lower uppers Upper middles Middle class
Working class Upper lowers Lower lowers
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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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Social Factors Reference groups Family Social roles Statuses
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Reference Groups Membership groups Primary groups Secondary groups
Aspirational groups Dissociative groups
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Family Family of Orientation Religion Politics Economics
Family of Procreation Everyday buying behavior
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Targeting Women and Their Families
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Roles and Statuses What degree of status is associated with various occupational roles?
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Personal Factors Age Self- Life cycle concept stage Occupation
Lifestyle Wealth Values Personality
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Behavior changes according to life cycle stage Family Psychological Critical life events
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Brand Personality Sincerity Excitement Competence Sophistication
Ruggedness
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Lifestyle Influences Multi-tasking Time-starved Money-constrained
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Figure 6.1 Model of Consumer Behavior
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Key Psychological Processes
Motivation Perception Learning Memory
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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 satisfiers and dissatisfiers
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Maslow’s Hierarchy of Needs
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Herzberg’s Two-Factor Theory
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Subliminal Perception
Selective Attention Selective Retention Selective Distortion Subliminal Perception
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Figure 6.3 Dole Mental Map
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Encoding Brand Associations
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Figure 6.4 Consumer Buying Process
Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior
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Problem Recognition
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Sources of Information
Personal Commercial Public Experiential
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Figure 6.5 Successive Sets
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Evaluation of Attributes Table 6.3
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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.
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Non-compensatory Models of Choice
Conjunctive Each brand must meet minimum cutoff standard on attribute A and attribute B and attribute C, etc. Lexicographic Chose brand that has the best performance on most important criterion. Elimination-by-aspects Eliminate brands that do not meet minimum standards of performance.
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Perceived Risk Functional Physical Financial Social Psychological Time
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Figure 6.7 How Customers Use and Dispose of Products
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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
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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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Marketing Debate Is Target Marketing Ever Bad? Take a position:
Targeting minorities is exploitative. 2. Targeting minorities is a sound business practice.
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Marketing Discussion What are your mental accounts?
Do you have rules you employ in spending money? Do you follow Thaler’s four principles in reacting to gains and losses?
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