Professional Documents
Culture Documents
Chapter
6
Analyzing
Consumer
Markets
Learning Objectives
1. How do consumer characteristics influence
buying behavior?
2. What major psychological processes influence
consumer responses to the marketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray from a
deliberative, rational decision process?
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– Culture
– Subcultures
– Social classes
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Reference groups
Cliques
Family
Reference Groups
• Membership groups
– Primary vs. secondary
• Aspirational groups
• Dissociative groups
• Opinion leader
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Family
• Family of orientation vs. family of
procreation
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LIFE-STAGE
Motivation
Memory Perception
Emotions Learning
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Figure 6.1
Model Of Consumer Behavior
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Motivation
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
Figure 6.2
Maslow’s Hierarchy Of Needs
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Perception
Selective attention
Selective distortion
Selective retention
Subliminal perception
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– Many different
kinds of emotions
can be linked to
brands
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The Buying
Decision Process
• The consumer typically
passes through five stages
– Problem recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Postpurchase behavior
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The Buying
Decision Process
• Problem recognition
– The buyer recognizes a problem/need
triggered by internal/external stimuli
The Buying
Decision Process
• Information search
Personal sources
Commercial sources
Public sources
Experiential sources
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Figure 6.5
Sets Involved In Decision Making
The Buying
Decision Process
• Evaluation of alternatives
– Expectancy-value model
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The Buying
Decision Process
• Purchase decision
– Compensatory vs. noncompensatory models
Conjunctive heuristic
Lexicographic heuristic
Elimination-by-aspects heuristic
Copyright © 2016 Pearson Education Ltd. 6-25
Intervening factors
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Functional
Physical risk
risk
Financial
Time risk risk
Psychological
Social risk
risk
The Buying
Decision Process
• Postpurchase
behavior
– Postpurchase
satisfaction
– Postpurchase actions
– Postpurchase uses
and disposal
Copyright © 2016 Pearson Education Ltd. 6-28
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Figure 6.7
Customer Product Use/Disposal
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Behavioral Economics
• Decision Heuristics
– Availability heuristic
– Representativeness heuristic
– Anchoring and adjustment heuristic
• Framing
– Mental accounting
Project – Group 1
• You have in the process of making a
marketing plan for a product such as
cereals.
• Present some of the key insights that you
have learned from this chapter and how
you will use them in preparing the
marketing plan.
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Thank you
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