MARKETING MANAGEMENT

12th edition
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

T24

Fig. 6.01

Model of Buyer Behavior

Marketing Other
stimuli
stimuli
Product
Price
Place
Promotion

Economic
Technological
Political
Cultural

Buyers decision
Buyers
characteristics process
Cultural
Social
Personal
Psychological

Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior

Buyers decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount

What Influences Consumer Behavior?

Cultural factors
Social factors
Personal factors

6-4

Culture
The fundamental determinant of
a persons wants and behaviors
acquired through socialization
processes with family
and other key institutions.

6-5

Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Special interests

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
groups

Family

Social
roles

Statuses

6-9

Reference Groups
Membership
Primary
Secondary
Aspirational
Dissociative

6-10

Family

Family of Orientation
Religion
Politics
Economics
Family of Procreation
Everyday buying behavior

6-11

Personal Factors

Age
Life cycle stage
Occupation
Wealth

Personality
Values
Lifestyle
Self-concept

6-12

Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

6-13

Key Psychological Processes

Motivation
Perception
Learning
Memory

6-14

Motivation
Freuds theory
Maslows hierarchy of needs
Herzbergs two-factor theory

6-15

Perception
Selective attention
Selective retention
Selective distortion
Subliminal perception

6-16

Five-Stage Consumer Buyer

Decision Process
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior

T26

Figure 6.4 Consumer Buying Process

Problem recognition
Information search
Evaluation
Purchase decision
Postpurchase behavior

6-18

Sources of Information
Personal
Commercial
Public
Experiential

6-19

Non-compensatory Models of Choice

Conjunctive : Minimum cutoff
Lexicographic : perceived most important
attribute
Elimination-by-aspects : Attribute selected
probabilistically

6-20

Perceived Risk

Functional
Physical
Financial

Social
Psychological
Time

6-21

Fig. 6.07

Steps Between Evaluation of Alternatives

and a Purchase Decision

T27

Attitude
of others
Evaluation
of
alternatives

Purchase
intention

Purchase
decisioin
Unanticipated
situational
factors

Mental Accounting

Consumers tend to
Segregate

gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses

6-23

Fig. 6.08

How Customers Use or

Dispose of Products
Get rid of it
temporarily

Rent it
Loan it

Give it
away
Trade it

Product

Get rid of it
permanently

Keep it

Use for
original
purpose
Convert
to new
purpose
Store it

Sell it
Throw it
away

T28

To be
(re)sold
To be
used
Direct to
consumer
Through
middleman
To
intermediary