MARKETING

MANAGEMENT
COURSE FACILITATOR : AHMED S. FARRUKH
FALL 2016; ROOM # - 213, 2-5 PM
SATURDAY, NOVEMBER 26, 2016

9. ANALYZING CONSUMER MARKETS

 ANALYZING CONSUMER
MARKETS
Theconsumer marketpertains to buyers who
purchase goods and services for consumption rather
than resale. However, not allconsumersare alike in
their tastes, preferences and buying habits due to
different characteristics that can distinguish
certainconsumersfrom others.

USE MARKETING TO SATISFY NEEDS

SUCCESSFUL MARKETING REQUIRES TO CONNECT

TO CUSTOMERS
 ANALYZING CONSUMER
MARKETS
Understanding (what influences)
consumer behavior
1. Cultural factors
2. Social factors (reference groups,
family, roles & status)
3. Personal factors (Age & stage in the
life cycle, Occupation & economic
circumstances, Personality & self-
concept, Lifestyle & values,
 ANALYZING CONSUMER
MARKETS
Key psychological processes
1. Motivation (Freud, Maslow, Herzberg)
2. Perception (selective attention,
selective distortion, selective retention,
subliminal perception = ? ZMET)
3. Learning (drive, cue, discrimination)
4. Emotions
5. Memory (STM, LTM, memory process,
made to stick, SUCCESS)
 ANALYZING CONSUMER
MARKETS

The Buying Decision Process:

The Five Stage Model