MARKETING MANAGEMENT

6
Analyzing
Consumer Markets

Kotler Keller
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?
How do marketers analyze consumer
decision making?
6-2
What Influences Consumer Behavior?

Cultural
Cultural Factors
Factors

Social
Social Factors
Factors

Personal
Personal Factors
Factors

6-3
Culture

The fundamental determinant of

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

6-4
Subcultures

Nationalities
Nationalities

Religions
Religions

Racial
Racial groups
groups

Geographic
Geographic regions
regions

Special
Special interests
interests
6-5
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

6-6
Social Classes

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

6-7
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

6-8
Social Factors

Reference
Family
groups

Social
Statuses
roles

6-9
Reference Groups

Membership
Membership groups
groups

Primary
Primary groups
groups

Secondary
Secondary groups
groups

Aspirational
Aspirational groups
groups

Dissociative
Dissociative groups
groups
6-10
Family

Family of Orientation
Religion
Politics
Economics

Family of Procreation
Everyday buying
behavior

6-11
Roles and Statuses

What degree of status is

associated with various
occupational roles?

6-12
Personal Factors

Age
Self- Life cycle
concept stage

Lifestyle Occupation

Values Wealth
Personality

6-13
Behavior changes
according to life
cycle stage

Family
Psychological
Critical life events

6-14
Brand Personality

Sincerity
Sincerity

Excitement
Excitement

Competence
Competence

Sophistication
Sophistication

Ruggedness
Ruggedness
6-15
Lifestyle Influences

Multi-tasking

Time-starved

Money-constrained

6-16
Figure 6.1
Model of Consumer Behavior

6-17
Key Psychological Processes

Motivation Perception

Learning Memory

6-18
Motivation

Maslows Herzbergs
Freuds Hierarchy Two-Factor
Theory of Needs Theory

Behavior Behavior Behavior is

is guided by is driven by guided by
subconscious lowest, motivating
motivations unmet need and hygiene
factors
6-19
Maslows Hierarchy of Needs

6-20
Herzbergs Two-Factor Theory

6-21
Perception

Selective Attention

Selective Retention

Selective Distortion

Subliminal Perception
6-22
Figure 6.3 Dole Mental Map

6-23
Encoding Brand Associations

6-24
Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase
Behavior
6-25
Problem Recognition

6-26
Sources of Information

Personal Commercial

Public Experiential

6-27
Figure 6.5 Successive Sets

6-28
Evaluation of Attributes
Table 6.3

6-29
Figure 6.6 Stages between Evaluation of
Alternatives and Purchase

6-30
Non-compensatory Models of Choice

Conjunctive
Lexicographic
Elimination-by-aspects

6-31
Perceived Risk
Functional
Functional

Physical
Physical

Financial
Financial

Social
Social

Psychological
Psychological

Time
Time

6-32
Other Theories of
Consumer Decision Making
Involvement Decision Heuristics
Elaboration Availability
Likelihood Model Representativeness
Low-involvement Anchoring and
marketing adjustment
strategies
Variety-seeking
buying behavior

6-33
Mental Accounting

Consumers tend to
Segregate gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses

6-34
Marketing Debate

Is Target Marketing Ever Bad?

Take a position:
1. Targeting minorities is exploitative.
2. Targeting minorities is a sound
business practice.

6-35
Marketing Discussion

What are your mental accounts?

Do you have rules you employ in

spending money?
Do you follow Thalers four principles
in reacting to gains and losses?

6-36