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
What Influences Consumer Behavior?

 Cultural factors
 Social factors
 Personal factors

6-3
Culture

The fundamental determinant of

a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions.

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Subcultures
 Nationalities
 Religions
 Racial groups
 Geographic regions
 Special interests

6-5
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

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
Family
groups

Social
Statuses
roles

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  Personality
 Life cycle stage  Values
 Occupation  Lifestyle
 Wealth  Self-concept

6-12
Brand Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

6-13
Key Psychological Processes
 Motivation
 Perception
 Learning
 Memory

6-14
Motivation
 Freud’s theory
 Maslow’s hierarchy of needs
 Herzberg’s two-factor theory

6-15
Perception
 Selective attention
 Selective retention
 Selective distortion
 Subliminal perception

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Figure 6.4 Consumer Buying Process

 Problem recognition
 Information search
 Evaluation
 Purchase decision
 Postpurchase behavior

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Sources of Information
 Personal
 Commercial
 Public
 Experiential

6-18
Non-compensatory Models of Choice

 Conjunctive
 Lexicographic
 Elimination-by-aspects

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Perceived Risk
 Functional  Social
 Physical  Psychological
 Financial  Time

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Other Theories of
Consumer Decision Making

Involvement Decision Heuristics

 Elaboration  Availability
Likelihood Model  Representativeness
 Low-involvement  Anchoring and
marketing adjustment
strategies
 Variety-seeking
buying behavior
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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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