6

Analyzing
Consumer Markets

Marketing Management, 13th ed

 What Influences
Consumer Behavior?

Cultural
Cultural Factors
Factors

Social
Social Factors
Factors

Personal
Personal Factors
Factors

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 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
Nationalities

Religions
Religions

Racial
Racial groups
groups

Geographic
Geographic regions
regions

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 Davids Bridal Targets the Latino Sub-
Culture with its Collection of
Quinceaera Dresses

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 Social Classes

Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers

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 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

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 Social Factors

Reference
Family
groups

Social
Statuses
roles

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 Reference Groups

Membership
Membership groups
groups

Primary
Primary groups
groups

Secondary
Secondary groups
groups

Aspirational
Aspirational groups
groups

Dissociative
Dissociative groups
groups

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 Family Distinctions
Affecting Buying Decisions

Family of Orientation
Family of Procreation

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 Roles and Status

What degree of status is

associated with various
occupational roles?

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 Personal Factors

Age
Self- Life cycle
concept stage

Lifestyle Occupation

Values Wealth
Personality

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 The Family Life Cycle

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 Table 6.2 LOHAS (Lifestyles of Health
and Sustainability) Market Segments
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development

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 Figure 6.1
Model of Consumer Behavior

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 Key Psychological Processes

Motivation Perception

Learning Memory

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 Maslows Hierarchy of Needs

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 Perception

Selective Attention

Selective Retention

Selective Distortion

Subliminal Perception

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 Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase
Behavior
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 Sources of Information

Personal Commercial

Public Experiential

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 Figure 6.5 Successive Sets Involved in
Consumer Decision Making

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 Figure 6.6 Stages between Evaluation
of Alternatives and Purchase

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