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6
Analyzing
Consumer Markets
Sources:
Text book: Marketing Management. Kotler &
Keller. 14th edition (Global version).
Internet
Kotler 14th edition ppt.
Kotler 13th edition ppt.
Cultural Factors:
broadest and deepest
Social Factors
Personal Factors
Geographic regions (North, South, Sea, Desert,
….)
attends a sporting event 7 times each
year
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
Family
Social roles
Statuses
Sincerity: Campbell
Excitement: MTV
Competence: CNN
Sophistication: Rolex
Ruggedness: Levi’s
Time-Famine: Multitasking
Money-constrained: Low
Cost products (Walmart).
Core values
Healthy Lifestyles
Ecological Lifestyles
Personal Development
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21
Consumer behavior
The starting point for understanding consumer
behavior is the stimulus-response model shown in
next slide.Marketing and environmental stimuli enter
the consumer’s consciousness, and a set of
psychological processes combine with certain
consumer characteristics to result in decision
processes and purchase decisions. The marketer’s
task is to understand what happens in the consumer’s
consciousness between the arrival of the outside
marketing stimuli and the ultimate purchase decisions.
Four key psychological processes—motivation,
perception, learning, and memory—fundamentally
influence consumer responses.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22
Figure 6.1 Model of
Consumer Behavior
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Need 1: Food,
water, basics.
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
Personal Commercial
Family, Advertising
friends Salesman
Public Experiential
Mass Media Personal
To find the consumer’s perceived value for each laptop according to the
expectancy-value model, we multiply his/her weights by his/her beliefs
about each computer’s attributes.
Savers
takes
clothes
consumers
no longer
want and
sell them to
other
consumers
who do
want them
at the right
price.