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Chapter 2: Consumer Behavior & the Marketing Manager
Consumer BehaviorJohn C. MowenMichael S. Minor
Ten Concepts to Learn PERMS Product
positioning Product
differentiation Elements of the
consumer environment
Behavioral economics
CB and marketing research
CB and the marketing mix
The bases of segmentation
Behavioral segmentaiton
Managerial applications analysis
Application Areas of Consumer Behavior: PERMS
Environmental Analysis Market Research Segmentation of the Marketplace Product Positioning and Product
Differentiation Marketing-Mix Development
Product Positioning . . .
. . . is influencing how consumers perceive a brand’s characteristics relative to those of competitive offerings
Goal is to influence demand by creating a product with specific characteristics (i.e. brand attributes) and a clear image that differentiate it from competitors
Specific Positioning positioning a brand based creating linkages
between brand and key attributes and benefits. E.g., acceleration of auto, reliability of auto
Competitive Positioning positioning a brand in relation to competitors. E.g., Suburban is larger than an Expedition
Psychological Positioning positioning a brand based upon dominant
personality characteristic of target market. E.g., We build excitement.
Product Differentiation . . .
. . . is the process of manipulating the marketing mix so as to position a product in a manner that allows consumers to perceive meaningful differences between a brand and its competitors
Environmental Analysis . . .
. . . is the assessment of the external forces that act upon the firm and its customers, and that create threats and opportunities
The Natural Environment . . .. . . includes the types of raw materials available, pollution, consumer fear of contracting deadly diseases, the expansion of desert regions around the globe, and various weather phenomena, such as hurricanes or drought
Components of the External Environment
Demographic
Economic
Natural
Technological
Political
Cultural
The Economic Environment Set of factors involving monetary, natural, and human resources that influence firms/consumers.
Behavioral economics: study of economic decisions made by individual consumers and the behavioral determinants of those decisions.
3 Major Contributions of Behavioral Economists: Originated and documented the idea that the
consumer sector of the economy can strongly influence the course of the aggregate economy
Investigated what factors influence the decision of families to buy or save
Developed a methodology for making predictions of economic activities based upon consumer surveys
The Technological Environment
Goal is to anticipate what changes in the technological environment will occur and how these will influence the lifestyle and consumption patterns of consumers
MARKET RESEARCH . . .
. . . is applied consumer research designed to provide management with information on factors that impact consumers’ acquisition, consumption, and disposition of goods, services, and ideas
Product
Promotion
Pricing
Distribution
Marketing-Mix Development .
. . . involves the development and coordination of activities involving the:
Advertising Personal Selling Sales Promotion
Applications Public Relations
Promotional Strategy
Price Changes
Predicting the likely impact of price changes on consumers is an important consumer behavior area. How will consumers react when
companies raise or lower the price of a product?
Principles of perception can be applied to analyze if consumers will notice a difference in price and if so, what effect it has
Product Distribution . . .
. . . will be impacted by understanding how consumers make their purchasing decisions. **Example: low involvement decision (e.g., purchase soft drink), must use extensive distribution.
Market Segmentation . . .
. . . involves subdividing the market place into distinct subsets of customers having similar needs and wants, each of which can be reached with a different marketing mix
Four Classifications of Segmentation Variables:
Characteristics of the Person Nature of the Situation in Which the
Product or Service May Be Purchased
Geography Culture and Subculture Adopted by
the Consumer
Characteristics of the Person
Demographic Characteristics Behavioral Segmentation:price
elasticity, benefits sought, usage rate, brand loyalty
Benefit Segmentation Psychographic and Personality
Characteristics
Demographics is . . .
. . . the study of population changes and subcultural values of various demographic groups based on such factors as age, sex, income, education, ethnicity, and geography.Examples of demographic variables:age, sex, income, ethnicity, nationality, household size, marital status, religion, education, occupation,
Consumer Situations . . .
. . . consist of the temporary environmental factors that form the context within which a consumer activity occurs at a particular time and placeTypes of situations: social, physical, task definition, time.
Geographic Segmentation
Can include region, size of cities and counties, census blocks, population density, and climate
Geodemographics is the combination of geography and demographics
Culture and Subculture
Culture is the way of life of the people of a society
Subculture is a subdivision of a national culture and is based on some unifying characteristic, such as social status or nationality
Segmenting Industrial Markets
Different segmenting variables are used to classify companies into segments including the North American Industry Classification System NAICS). Developed as part of NAFTA in 1997. 20--2-digit codes.
Solving Managerial Problems . .
. . . is a three-step process: Gather information and identify the
problem/opportunity Identify the relevant consumer
behavior concepts and how they apply to the problem
Develop a managerial strategy by identifying the managerial implications of each consumer concept.