Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
Analyzing Consumer
Markets
Discussion Questions
1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes
influence consumer responses to the
marketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray from a
deliberative, rational decision process?
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 Consumer Behavior
The study of how individuals, groups,
and organizations select, buy, use, and
dispose of goods, services, ideas, or
experiences to satisfy their needs or
wants.

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 Consumer Behavior
Personal Factors

Cultural Factors

Social Factors
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Cultural Factors
Social Class

Culture

Subculture
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 Average U.S. Outlays IN 2007

38.5% 15.5% 11.4% 8.5% 6.1%

4.8% 4.2% 3.3% 2.1%

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Social Factors
Reference Groups

Family

Role and Status

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 Personal Factors

Personality

Age

Life Cycle Stage

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Personal Factors
Occupation Values

Lifestyle
Economic situation
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 Psychological Factors

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Motivation
Freud

Maslow

Herzberg
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 Maslow’s Hierarchy of Needs

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Perception
Selective Attention

Selective Retention

Subliminal Perception Selective Distortion

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Learning
Driver

Cues

Discrimination
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Emotions

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 Memory
Memory Processes

Mental Maps
Encoding Association Association
Retreival Association
Association
Association

Brand Associations Brand

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 Hypothetical State Farm
Mental Map

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 The Buying Decision Process

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Buying Decision Process

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Problem Recognition

“I’m Hungry”

Stimulus
• Internal
• External
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 Information Search
Commercial Public

Personal Experiential
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 Successive Sets Involved in
Consumer Decision Making

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Evaluation of Alternatives
Beliefs

Attitudes
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Expectancy-Value Model

Attribute
Memory Graphics Size and
Price
Capacity Capacity Weight
Model Weight: 40% Weight: 31% Weight: 20% Weight: 10%
A 8 9 6 9
B 7 7 7 7
C 10 4 3 2
D 5 3 8 5

Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0

Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0
Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0
Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 8.0

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 Steps between Evaluation of
Alternatives and Purchase Decision

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 Purchase Decision
Noncompensatory Models
Choice Heuristics:
• Conjective
• Lexicographic
• Elimination-by-aspect

Brand

Dealer
Purchase
Quantity
subdecisions
Timing

Payment method
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 Postpurchase Behavior
Postpurchase Satisfaction Delighted

Satisfied

Dissatisfied

Loyal

Stay or Go

Defect Postpurchase Actions

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 How Customers
Use or Dispose of Products

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Moderating Effects
Low-involvement

Variety seeking

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 Behavioral Decision Theory
Decision Framing

Decision Heuristics

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