Transcript Chapter 06
1 6 Analyzing Consumer Markets 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? In what ways do consumers stray from a deliberate rational decision process? Copyright © 2012 Pearson Education 6-2 Consumer Behavior Copyright © 2012 Pearson Education 6-3 What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors Copyright © 2012 Pearson Education 6-4 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. Copyright © 2012 Pearson Education 6-5 Subcultures Nationalities Religions Racial groups Geographic regions Copyright © 2012 Pearson Education 6-6 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 Copyright © 2012 Pearson Education 6-7 Social Classes Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers Copyright © 2012 Pearson Education 6-8 Social Factors Reference groups Family Social roles Statuses Copyright © 2012 Pearson Education 6-9 Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups Copyright © 2012 Pearson Education 6-10 Family Distinctions Affecting Buying Decisions Copyright © 2012 Pearson Education 6-11 Personal Factors Age Life cycle stage Occupation Wealth Copyright © 2012 Pearson Education 6-12 Personality Values Lifestyle Self-concept Age and Stage of Lifecycle Copyright © 2012 Pearson Education 6-13 Occupation and Economic Circumstances Copyright © 2012 Pearson Education 6-14 Personality Copyright © 2012 Pearson Education 6-15 Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Copyright © 2012 Pearson Education 6-16 Table 6.2 LOHAS Market Segments (Lifestyles of Health and Sustainability) Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development Copyright © 2012 Pearson Education 6-17 Figure 6.1 Model of Consumer Behavior Copyright © 2012 Pearson Education 6-18 Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by subconscious motivations Behavior is driven by lowest, unmet need Behavior is guided by motivating and hygiene factors Copyright © 2012 Pearson Education 6-19 Maslow’s Hierarchy Copyright © 2012 Pearson Education 6-20 Perception Selective attention Selective retention Selective distortion Subliminal perception Copyright © 2012 Pearson Education 6-21 Learning Copyright © 2012 Pearson Education 6-22 Emotions Copyright © 2012 Pearson Education 6-23 Memory Copyright © 2012 Pearson Education 6-24 Figure 6.3 State Farm Mental Map Copyright © 2012 Pearson Education 6-25 Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation of alternatives Purchase Decision Postpurchase Behavior Copyright © 2012 Pearson Education 6-26 Sources of Information Personal Commercial Public Experiential Copyright © 2012 Pearson Education 6-27 Figure 6.5 Successive Sets in Decision Making Copyright © 2012 Pearson Education 6-28 Table 6.4 A Consumer’s Brand Beliefs about Laptop Computers Copyright © 2012 Pearson Education 6-29 Figure 6.6 Steps Between Alternative Evaluation and Purchase Copyright © 2012 Pearson Education 6-30 Non-Compensatory Models of Choice Conjunctive Lexicographic Elimination-by-aspects Copyright © 2012 Pearson Education 6-31 Perceived Risk Functional Physical Financial Social Psychological Time Copyright © 2012 Pearson Education 6-32 Figure 6.7 How Customers Use or Dispose of Products Copyright © 2012 Pearson Education 6-33 Low-Involvement Decision Making Copyright © 2012 Pearson Education 6-34 Decision Heuristics Availability Representativeness Anchoring and adjustment Copyright © 2012 Pearson Education 6-35 Framing Copyright © 2012 Pearson Education 6-36 Mental Accounting Consumers tend to… Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses Copyright © 2012 Pearson Education 6-37 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? In what ways do consumers stray from a deliberate rational decision process? Copyright © 2012 Pearson Education 6-38