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Chapter 6

Analyzing Consumer Markets

Prof. Muhammad Ismail Hossain

MBA (Dhaka), MIB (Melbourne) PhD
(Monash)
Department of Marketing
University of Dhaka

muhammad.hossain@du.ac.bd

Analyzing
Consumer
Markets

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Questions to Address
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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D Consumer Behavior
The study of how individuals, groups, and
organizations select, buy, use, and
dispose of products to satisfy their needs
or wants.

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Consumer Behavior_Influencers
Personal Factors

Cultural Factors

Social Factors
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Cultural Factors
Social Class

Culture

Subculture
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Average U.S. Outlays in 2019

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Average Outlays IN 2018_EU

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Average Outlays IN 2016_Bangladesh

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Global E-Commerce Spending

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Global E-Commerce Spending

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Global E-Commerce Spending_Growth

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Global E-Commerce Spending_Growth

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Social Factors
Reference Groups

Family

Role and Status

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Personal Factors

Personality

Age

Life Cycle Stage

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Personal Factors
Occupation Values

Lifestyle
Economic situation
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The Psychological Process of Human

Stimulus Response Model

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Motivation
Freud

Maslow

Herzberg
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Maslow’s Hierarchy of Needs

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Perception
Selective Attention

Selective Retention

Subliminal Perception Selective Distortion

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Learning
Drive

Cues

Discrimination
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Emotions

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Memory
Brand Associations

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Memory
Brand Associations

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The Buying Decision Process

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Buying Decision Process

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Problem Recognition

“I’m Hungry”

Stimulus
• Internal
• External
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Information Search
Commercial Public

Personal Experiential
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Successive Sets Involved in

Consumer Decision Making

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Evaluation of Alternatives
Beliefs

Attitudes
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Expectancy-Value Model

Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0

Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0
Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0
Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 5.0
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Purchase Decision
Noncompensatory
Models
Choice Heuristics:
A B • Conjunctive
• Lexicographic
• Elimination-by-aspect

Brand

Dealer
Purchase
Quantity
subdecisions
Timing

Payment method
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Steps between Evaluation of

Alternatives and Purchase
Decision

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Post-purchase Behavior
Postpurchase Satisfaction Delighted

Satisfied

Dissatisfied

Loyal

Stay or Go

Defec Postpurchase
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How Customers
Use or Dispose of Products

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Moderating Effects of Consumer Decision Making

Low-
involvement

Variety seeking

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WE ARE DONE FOR THIS CHAPTER

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