5 Analyzing Consumer Markets 1 5 Analyzing Consumer Markets

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? Copyright © 2012 Pearson Education 5-2

Consumer Behavior Copyright © 2012 Pearson Education 5-3

What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors Copyright © 2012 Pearson Education 5-4

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. Copyright © 2012 Pearson Education 5-5

Subcultures Nationalities Religions Racial groups Geographic regions Copyright © 2012 Pearson Education 5-6

Social Classes Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers Copyright © 2012 Pearson Education 5-7

Social Factors Reference groups Family Social roles Statuses Copyright © 2012 Pearson Education 5-8

Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups Copyright © 2012 Pearson Education 5-9

Family Distinctions Affecting Buying Decisions Copyright © 2012 Pearson Education 5-10

Personal Factors Age Life cycle stage Occupation Wealth Personality Values Lifestyle Self-concept Copyright © 2012 Pearson Education 5-11

Age and Stage of Lifecycle Copyright © 2012 Pearson Education 5-12

Occupation and Economic Circumstances Copyright © 2012 Pearson Education 5-13

Personality Copyright © 2012 Pearson Education 5-14

Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Copyright © 2012 Pearson Education 5-15

Table 5.1 LOHAS Market Segments (Lifestyles of Health and Sustainability) Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development Copyright © 2012 Pearson Education 5-16

Figure 5.1 Model of Consumer Behavior Copyright © 2012 Pearson Education 5-17

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 motivating and hygiene factors Copyright © 2012 Pearson Education 5-18

Maslow’s Hierarchy Copyright © 2012 Pearson Education 5-19

Perception Selective attention Selective retention Selective distortion Subliminal perception Copyright © 2012 Pearson Education 5-20

Learning Copyright © 2012 Pearson Education 5-21

Emotions Copyright © 2012 Pearson Education 5-22

Figure 5.2 State Farm Mental Map Copyright © 2012 Pearson Education 5-23

Figure 5.3 Consumer Buying Process Problem Recognition Information Search Evaluation of alternatives Purchase Decision Postpurchase Behavior Copyright © 2012 Pearson Education 5-24

Sources of Information Personal Commercial Public Experiential Copyright © 2012 Pearson Education 5-25

Figure 5.4 Successive Sets in Decision Making Copyright © 2012 Pearson Education 5-26

Decision Heuristics Availability Representativeness Anchoring and adjustment Copyright © 2012 Pearson Education 5-27

Framing Copyright © 2012 Pearson Education 5-28

For Review How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? Copyright © 2012 Pearson Education 5-29

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc.   Publishing as Prentice Hall 30