6

Analyzing
Consumer Markets

Marketing Management, 13th ed

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?
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Crest Used Mobile Phones to Engage

Consumers in Its Irresistibility
Campaign

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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 SubCulture with its Collection of

Quinceaera Dresses

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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 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
groups

Family

Social
roles

Statuses

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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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Radio Shack Targets Women with

Female Store Managers

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Roles and Status

What degree of status is
associated with various
occupational roles?

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Personal Factors
Age
Selfconcept

Life cycle
stage

Lifestyle

Occupation

Values

Wealth
Personality

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The Family Life Cycle

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Brand Personality
Sincerity
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
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Lifestyle Influences

Multi-tasking
Time-starved
Money-constrained

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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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Motivation

Freuds
Theory

Maslows
Hierarchy
of Needs

Herzbergs
Two-Factor
Theory

Behavior
is guided by
subconscious
motivations

Behavior
is driven by
the lowest,
unmet need

Behavior is
guided by
motivating
and hygiene
factors

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Maslows Hierarchy of Needs

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Herzbergs Two-Factor Theory

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Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
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Figure 6.3 State Farm Mental Map

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Bahlsen Uses Crunchy Sounds to

Encode Brand Associations

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Figure 6.4 Consumer Buying Process

Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
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Problem Recognition

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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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Table 6.4 A Consumers Evaluation of

Brand Beliefs About Laptops

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Figure 6.6 Stages between Evaluation

of Alternatives and Purchase

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Non-Compensatory Models of Choice

Conjunctive
Lexicographic
Elimination-by-aspects

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Perceived Risk
Functional
Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
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Figure 6.7 How Customers Use and

Dispose of Products

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Other Theories of
Consumer Decision Making
Involvement
Elaboration
Likelihood Model
Low-involvement
marketing
strategies
Variety-seeking
buying behavior

Decision Heuristics
Availability
Representativeness
Anchoring and
adjustment

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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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Marketing Debate
Is target marketing ever bad?
Take a position:
1. Targeting minorities is exploitive.
or
2. Targeting minorities is a sound
business practice.
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Marketing Discussion

Do you have rules you employ in

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

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