1. 5 Analyzing Consumer Markets1
5 Analyzing Consumer Markets

2. 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?
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3. Consumer Behavior
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4. What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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5. 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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6. Subcultures Nationalities Religions Racial groups Geographic regions
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7. Social Classes Upper uppers Lower uppers Upper middles Middle Working
Upper lowers
Lower lowers
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8. Social Factors Reference groups Family Social roles Statuses
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9. Reference Groups Membership groups Primary groups Secondary groups
Aspirational groups
Disassociative groups
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10. Family Distinctions Affecting Buying Decisions
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11. Personal Factors Age Life cycle stage Occupation Wealth Personality
Values
Lifestyle
Self-concept
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12. Age and Stage of Lifecycle
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13. Occupation and Economic Circumstances
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14. Personality
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15. Brand Personality Sincerity Excitement Competence Sophistication
Ruggedness
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16. Table 5.1 LOHAS Market Segments (Lifestyles of Health and Sustainability)
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
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17. Figure 5.1 Model of Consumer Behavior
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18. 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
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19. Maslow’s Hierarchy
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20. Perception Selective attention Selective retention
Selective distortion
Subliminal perception
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21. Learning
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22. Emotions
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23. Figure 5.2 State Farm Mental Map
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24. Figure 5.3 Consumer Buying Process
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
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25. Sources of Information
Personal
Commercial
Public
Experiential
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26. Figure 5.4 Successive Sets in Decision Making
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27. Decision Heuristics Availability Representativeness
Anchoring and adjustment
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28. Framing
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29. 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?
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30. 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.
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