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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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Consumer Behavior

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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
persons wants and behaviors acquired
through socialization processes with family
and other key institutions.

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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

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Social Classes
Upper uppers
Lower uppers
Upper middles

Middle
Working

Upper lowers
Lower lowers

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Social Factors
Reference groups
Family
Social roles
Statuses

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Reference Groups

Membership groups
Primary groups
Secondary groups
Aspirational groups
Disassociative groups

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Family Distinctions
Affecting Buying Decisions

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6-11

Personal Factors

Age
Life cycle stage
Occupation
Wealth

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Personality
Values
Lifestyle
Self-concept

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Age and Stage of Lifecycle

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Occupation and Economic

Circumstances

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Personality

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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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Motivation
Freuds
Theory

Maslows
Hierarchy
of Needs

Herzbergs
Two-Factor
Theory

Behavior
is guided by
subconscious
motivations

Behavior
is driven by
lowest,
unmet need

Behavior is
guided by
motivating
and hygiene
factors

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Maslows Hierarchy

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Perception

Selective attention
Selective retention
Selective distortion
Subliminal perception

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Learning

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Emotions

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Memory

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6-24

Figure 6.3 State Farm Mental Map

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6-25

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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Figure 6.5 Successive Sets in

Decision Making

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Table 6.4 A Consumers 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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Perceived Risk

Functional
Physical
Financial
Social
Psychological
Time

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Figure 6.7 How Customers

Use or Dispose of Products

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Low-Involvement Decision Making

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Decision Heuristics

Availability
Representativeness
Anchoring and adjustment

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Framing

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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 2011 Pearson Education, Inc. Publishing as Prentice Hall

6-38

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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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Publishing as Prentice Hall

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