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?
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6-2
Consumer Behavior
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6-3
What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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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.
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6-5
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
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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
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6-8
Social Factors
Reference groups
Family
Social roles
Statuses
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6-9
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Disassociative groups
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6-10
Family Distinctions
Affecting Buying Decisions
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6-11
Personal Factors
Age
Life cycle stage
Occupation
Wealth
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6-12
Personality
Values
Lifestyle
Self-concept
Age and Stage of Lifecycle
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6-13
Occupation and Economic
Circumstances
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Personality
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6-15
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
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Table 6.2 LOHAS Market Segments
(Lifestyles of
Health and Sustainability)
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
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6-17
Figure 6.1 Model of
Consumer Behavior
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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
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Maslow’s Hierarchy
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6-20
Perception
Selective attention
Selective retention
Selective distortion
Subliminal perception
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6-21
Learning
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6-22
Emotions
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6-23
Memory
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6-24
Figure 6.3 State Farm Mental Map
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Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
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6-26
Sources of Information
Personal
Commercial
Public
Experiential
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6-27
Figure 6.5 Successive Sets in
Decision Making
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Table 6.4 A Consumer’s Brand
Beliefs about Laptop Computers
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Figure 6.6 Steps Between
Alternative Evaluation and Purchase
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6-30
Non-Compensatory Models of Choice
Conjunctive
Lexicographic
Elimination-by-aspects
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6-31
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
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6-32
Figure 6.7 How Customers
Use or Dispose of Products
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6-33
Low-Involvement Decision Making
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6-34
Decision Heuristics
Availability
Representativeness
Anchoring and adjustment
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6-35
Framing
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6-36
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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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
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