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

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?
How do marketers analyze consumer decision making?
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3. What Influences Consumer Behavior?
Cultural factors
Social factors
Personal factors
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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.
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5. Subcultures Nationalities Religions Racial groups Geographic regions
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6. 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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7. Social Classes Upper uppers Lower uppers Upper middles Middle Working
Upper lowers
Lower lowers
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8. 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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9. Social Factors Reference groups Family Social roles Statuses
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10. Reference Groups Membership groups Primary groups Secondary groups
Aspirational groups
Disassociative groups
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11. Family Distinctions Affecting Buying Decisions
Family of Orientation
Family of Procreation
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12. Personal Factors Age Life cycle stage Occupation Wealth Personality
Values
Lifestyle
Self-concept
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13. Brand Personality Sincerity Excitement Competence Sophistication
Ruggedness
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14. Lifestyle Influences Multi-tasking Time-starved Money-constrained
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15. 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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16. Key Psychological Processes
Motivation
Perception
Learning
Memory
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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
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18. Maslow’s Hierarchy of Needs
Physiological needs
Safety needs
Social needs
Esteem needs
Self-actualization needs
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19. Perception Selective attention Selective retention
Selective distortion
Subliminal perception
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20. Figure 6.4 Consumer Buying Process
Problem recognition
Information search
Evaluation
Purchase decision
Postpurchase behavior
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21. Sources of Information
Personal
Commercial
Public
Experiential
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22. Non-Compensatory Models of Choice
Conjunctive
Lexicographic
Elimination-by-aspects
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23. Perceived Risk Functional Physical Financial Social Psychological Time
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24. 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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25. 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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