Professional Documents
Culture Documents
Analyzing Consumer Market-Kotler
Analyzing Consumer Market-Kotler
12th edition
6
Analyzing
Consumer Markets
Kotler Keller
Chapter Questions
Metrosexual –
Straight urban man
who enjoys shopping
and using grooming
products
6-3
What Influences Consumer Behavior?
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
Factors
6-4
Culture
6-5
Subcultures
Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions
Special
Special interests
interests
6-6
Insight into the subculture of
wine enthusiasts
6-7
Fast Facts About American Culture
6-8
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
6-9
Characteristics of Social Classes
6-10
Social Factors
Reference
Family
groups
Social
Statuses
roles
6-11
Reference Groups
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
6-12
Family
• Family of Orientation
– Religion
– Politics
– Economics
• Family of Procreation
– Everyday buying
behavior
6-13
Targeting Women and Their Families
6-14
Roles and Statuses
6-15
Personal Factors
Age
Self- Life cycle
concept stage
Lifestyle Occupation
Values Wealth
Personality
6-16
Behavior changes
according to life
cycle stage
•Family
•Psychological
•Critical life events
6-17
Brand Personality
Sincerity
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
6-18
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
6-19
Figure 6.1
Model of Consumer Behavior
6-20
Key Psychological Processes
Motivation Perception
Learning Memory
6-21
Motivation
Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory
6-23
Herzberg’s Two-Factor Theory
6-24
Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
6-25
Figure 6.3 Dole Mental Map
6-26
Encoding Brand Associations
6-27
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
6-28
Problem Recognition
6-29
Sources of Information
Personal Commercial
Public Experiential
6-30
Figure 6.5 Successive Sets
6-31
Evaluation of Attributes
Table 6.3
6-32
Figure 6.6 Stages between Evaluation of
Alternatives and Purchase
6-33
Non-compensatory Models of Choice
• Conjunctive
• Lexicographic
• Elimination-by-aspects
6-34
Perceived Risk
Functional
Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
6-35
Figure 6.7 How Customers Use and
Dispose of Products
6-36
Other Theories of
Consumer Decision Making
6-37
Mental Accounting
6-38
Marketing Debate
Take a position:
1. Targeting minorities is exploitative.
2. Targeting minorities is a sound
business practice.
6-39
Marketing Discussion
6-40