Analyzing Consumer Markets 6 Analyzing Consumer Markets Marketing Management, 13th ed

What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-2

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 © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-3

Subcultures Nationalities Religions Racial groups Geographic regions Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-4

David’s Bridal Targets the Latino Sub-Culture with its Collection of Quinceañera Dresses Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-5

Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-6

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 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-7

Social Factors Reference Family groups Social Statuses roles Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-8

Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-9

Family Distinctions Affecting Buying Decisions Family of Orientation Family of Procreation Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-10

Roles and Status What degree of status is associated with various occupational roles? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-11

Personal Factors Age Self- Life cycle concept stage Occupation Lifestyle Wealth Values Personality Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-12

The Family Life Cycle Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-13

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 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-14

Figure 6.1 Model of Consumer Behavior Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-15

Key Psychological Processes Motivation Perception Learning Memory Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-16

Maslow’s Hierarchy of Needs Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-17

Subliminal Perception Selective Attention Selective Retention Selective Distortion Subliminal Perception Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-18

Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-19

Sources of Information Personal Commercial Public Experiential Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-20

Figure 6.5 Successive Sets Involved in Consumer Decision Making Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-21

Figure 6.6 Stages between Evaluation of Alternatives and Purchase Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6-22