Analyzing Consumer MarketsMarketing Management, 13th ed6

Chapter QuestionsHow 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?

What Influences Consumer Behavior?Cultural factorsSocial factorsPersonal factors

What is Culture?Culture is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.

SubculturesNationalitiesReligionsRacial groupsGeographic regions

Fast Facts About American CultureThe average American:chews 300 sticks of gum a yeargoes to the movies 9 times a yeartakes 4 trips per year attends a sporting event 7 times each year

Social ClassesUpper uppersLower uppersUpper middlesMiddleWorking Upper lowersLower lowers

Characteristics of Social ClassesWithin a class, people tend to behave alikeSocial class conveys perceptions of inferior or superior positionClass may be indicated by a cluster of variables (occupation, income, wealth)Class designation is mobile over time

Social FactorsReference groupsFamilySocial rolesStatuses

Reference GroupsMembership groupsPrimary groupsSecondary groupsAspirational groupsDisassociative groups

Family Distinctions Affecting Buying DecisionsFamily of OrientationFamily of Procreation

Personal FactorsAgeLife cycle stageOccupationWealthPersonalityValuesLifestyleSelf-concept

Brand PersonalitySincerityExcitementCompetenceSophisticationRuggedness

Lifestyle InfluencesMulti-taskingTime-starvedMoney-constrained

Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market SegmentsSustainable EconomyHealthy LifestylesEcological LifestylesAlternative Health CarePersonal Development

Key Psychological ProcessesMotivationPerceptionLearningMemory

MotivationFreudsTheory

Behavioris guided by subconsciousmotivationsMaslowsHierarchyof Needs

Behavioris driven by lowest, unmet need

HerzbergsTwo-FactorTheory

Behavior isguided by motivating and hygienefactors

Maslows Hierarchy of NeedsPhysiological needsSafety needsSocial needsEsteem needsSelf-actualization needs

PerceptionSelective attentionSelective retentionSelective distortionSubliminal perception

Figure 6.4 Consumer Buying ProcessProblem recognitionInformation searchEvaluationPurchase decisionPostpurchase behavior

Sources of InformationPersonalCommercialPublicExperiential

Non-Compensatory Models of ChoiceConjunctiveLexicographicElimination-by-aspects

Perceived RiskFunctionalPhysicalFinancialSocialPsychologicalTime

Other Theories of Consumer Decision MakingInvolvementElaboration Likelihood ModelLow-involvement marketing strategiesVariety-seeking buying behaviorDecision HeuristicsAvailabilityRepresentativenessAnchoring and adjustment

Mental AccountingConsumers tend toSegregate gainsIntegrate lossesIntegrate smaller losses with larger gainsSegregate small gains from large losses