1. MARKETING MANAGEMENT 14th edition6
Analyzing
Consumer Markets
Kotler Keller

2. What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors

3. Culture The fundamental determinant of a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions

4. Subcultures Nationalities Religions Racial groups Geographic regions
Special interests

5. Social Classes Upper uppers Lower uppers Upper middles Middle class
Working class
Upper lowers
Lower lowers

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

7. Social Factors
Reference
groups
Family
Social
roles
Statuses

8. Reference Groups Membership groups Primary groups Secondary groups
Aspirational groups
Dissociative groups

9. Family Family of Orientation Religion Politics Economics
Family of Procreation
Everyday buying behavior

10. Personal Factors Age Self- Life cycle concept stage Occupation
Lifestyle
Wealth
Values
Personality

11. Behavior changes
according to life cycle stage
Family
Psychological
Critical life events

12. Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained

13. Model of Consumer Behavior

14. Key Psychological Processes
Motivation
Perception
Learning
Memory

15. 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

16. Subliminal Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception

17. Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior

18. Sources of Information
Personal
Commercial
Public
Experiential

19. Successive Sets

20. Evaluation of Attributes

21. Stages between Evaluation of Alternatives and Purchase
Click on the video icon to launch a video about postpurchase evaluation among Subaru car owners.

22. Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time

23. 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

24. Attitudes
A predisposition to respond in a consistently favorable or unfavorable way
An individual’s affective reaction to or overall evaluation of an object, person, action, or concept

25. Involvement Involvement Profile:
Personal interest in a product category
Importance of negative consequences
Probability of making a mistake
Pleasure value of the product category
Sign value of the product category
How closely the product is related to the self

26. ELM Persuasion = f (Elaboration) Elaboration = f (Motivation, Ability)
Involvement
Need for cognition
Ability
Capacity
Timing
Repetition
Distraction

27. Elaboration: Issue relevant thinking
High Elaboration
Extensive IP
Extensive time
Extensive mental capacity
Extensive motivation
Controlled thinking
Deep thinking
Systematic thinking
Effortful analysis
Low Elaboration
Limited IP
Limited time
Limited mental capacity
Limited motivation
Automatic thinking
Shallow thinking
Heuristic thinking
Mindless analysis

28. Persuasion with ELM Target: High Elaboration Strategy: Central Route
Persuasion occurs by:
Careful thinking
Thoughtful analysis
Deep consideration
True merits of info
Target: Low Elaboration
Strategy: Peripheral Route
Persuasion occurs by:
Simple cues
Irrelevant info
Hedonistic content
Side issues

29. The Source
Source effects: A message will have different effects if communicated by a different source.
Two important source characteristics:
Credibility and Attractiveness
Source credibility: A source’s perceived expertise, objectivity, or trustworthiness.
Attractiveness: A source’s perceived likeability, similarity, celebrity.

30. The Message Message Strength One- Versus Two-Sided Arguments:
Relevancy
Objectivity
Verifiability
One- Versus Two-Sided Arguments:
Supportive argument: Presents only positive arguments
Two-sided message: Presents positive and negative info
Drawing Conclusions
Comparative Advertising:
A strategy in which a message compares two or more recognized brands and compares them on the basis of attributes.

31. MARKETING MANAGEMENT 14th edition7
Analyzing
Business Markets
Kotler Keller

32. Organizational Buying
Decision-making process by which
formal organizations establish the
need for purchased products and
services, and identify,
evaluate, and choose among
alternative brands and suppliers.

33. Characteristics of Business Markets
Fewer, larger buyers
Close supplier-customer relationships
Professional purchasing
Many buying influences
Multiple sales calls
Derived demand
Inelastic demand
Fluctuating demand
Geographically concentrated buyers
Direct purchasing

34. Buying Situation
Straight rebuy
Modified rebuy
New task

35. The Buying Center Initiators Users Influencers Deciders Approvers
Buyers
Gatekeepers

36. Organizational Buying Behavior in Japan