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. Subcultures Nationalities Religions Racial groups Geographic regions
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5. Social Factors Reference Family groups Social Statuses roles
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6. Reference Groups Membership groups Primary groups Secondary groups
Aspirational groups
Dissociative groups
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7. Personal Factors Age Self- Life cycle concept stage Occupation
Lifestyle
Wealth
Values
Personality
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8. Brand Personality Sincerity Excitement Competence Sophistication
Ruggedness
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9. Figure 6.1 Model of Consumer Behavior
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10. Key Psychological Processes
Motivation
Perception
Learning
Memory
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11. 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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12. Maslow’s Hierarchy of Needs
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13. Herzberg’s Two-Factor Theory
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14. Subliminal Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
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15. Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
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16. Figure 6.5 Successive Sets Involved in Consumer Decision Making
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17. Table 6.4 A Consumer’s Evaluation of Brand Beliefs About Laptops
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18. Figure 6.6 Stages between Evaluation of Alternatives and Purchase
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19. Perceived Risk Functional Physical Financial Social Psychological Time
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20. Figure 6.7 How Customers Use and Dispose of Products
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