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?
What Influences
Consumer Behavior?
Cultural Factors
Cultural Factors
Social Factors
Social Factors
Subcultures
Nationalities
Nationalities
Religions
Religions
Racial groups
Racial groups
Social Factors
Reference
groups
Social
Figure 6.1
Key Psychological Processes
Motivation
Memory
Learning
Motivation
Freud’s
Theory
Behavior
is guided by
subconscious
Maslow’s
Hierarchy
of Needs
Behavior
is driven by
Perception
Selective Attention
Subliminal Perception
Selective Retention
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation