1

6
Analyzing
Consumer Markets
 Chapter Questions
 How do consumer characteristics influence
buying behavior?
 What major psychological processes influence
consumer responses to the marketing
program?
 How do consumers make purchasing
decisions?
 In what ways do consumers stray from a
deliberate rational decision process?

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 Consumer Behavior

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 What Influences
Consumer Behavior?

Cultural Factors

Social Factors

Personal Factors

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 What is Culture?

Culture is the fundamental determinant of a

person’s wants and behaviors acquired
through socialization processes with family
and other key institutions.

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 Subcultures
 Nationalities
 Religions
 Racial groups
 Geographic regions

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 Fast Facts About
American Culture

 The average American:

 chews 300 sticks of gum a year

 goes to the movies 9 times a year

 takes 4 trips per year

 attends a sporting event 7 times each

year

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 Social Classes
Upper uppers

Lower uppers

Upper middles

Middle

Working

Upper lowers

Lower lowers

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 Social Factors
Reference groups

Family

Social roles

Statuses

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 Reference Groups
 Membership groups
 Primary groups
 Secondary groups
 Aspirational groups
 Disassociative groups

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 Family Distinctions
Affecting Buying Decisions

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 Personal Factors
 Age  Personality
 Life cycle stage  Values
 Occupation  Lifestyle
 Wealth  Self-concept

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 Age and Stage of Lifecycle

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 Occupation and Economic
Circumstances

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 Personality

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 Brand Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

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 Table 6.2 LOHAS Market Segments
(Lifestyles of
Health and Sustainability)
 Sustainable Economy
 Healthy Lifestyles
 Ecological Lifestyles
 Alternative Health Care
 Personal Development

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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

Behavior Behavior Behavior is

is guided by is driven by guided by
subconscious lowest, motivating
motivations unmet need and hygiene
factors

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 Maslow’s Hierarchy

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 Perception
 Selective attention
 Selective retention
 Selective distortion
 Subliminal perception

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 Learning

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 Emotions

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 Memory

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 Figure 6.3 State Farm Mental Map

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 Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation of alternatives

Purchase Decision

Postpurchase Behavior

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 Sources of Information

Personal Commercial

Public Experiential

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 Figure 6.5 Successive Sets in
Decision Making

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 Table 6.4 A Consumer’s Brand
Beliefs about Laptop Computers

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 Figure 6.6 Steps Between
Alternative Evaluation
and Purchase

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 Non-Compensatory Models of Choice

 Conjunctive
 Lexicographic
 Elimination-by-aspects

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 Perceived Risk
 Functional
 Physical
 Financial
 Social
 Psychological
 Time

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 Figure 6.7 How Customers
Use or Dispose of Products

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 Low-Involvement Decision Making

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 Decision Heuristics

 Availability
 Representativeness
 Anchoring and adjustment

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 Framing

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 Mental Accounting

 Consumers tend to…

 Segregate gains

 Integrate losses

 Integrate smaller losses with larger gains

 Segregate small gains from large losses

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 For Review
 How do consumer characteristics influence
buying behavior?
 What major psychological processes influence
consumer responses to the marketing
program?
 How do consumers make purchasing
decisions?
 In what ways do consumers stray from a
deliberate rational decision process?

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 6-38