MARKETING MANAGEMENT
12th edition
6
Analyzing
Consumer Markets
6-2
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?
6-3
Emerging Trends in Consumer Behavior
Metrosexual –
6-4
What Influences Consumer Behavior?
Cultural Factors Cultural Factors
Social Factors Social Factors
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Culture
The fundamental determinant of
a person’s wants and behaviors
acquired through socialization
processes with family
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6-8
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
6-9
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
6-10
Characteristics of Social Classes
• Within a class, people tend to behave alike
• Social class conveys perceptions of inferior
or superior position
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Social Factors
Reference groups
Social
roles Statuses
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Family
• Family of Orientation – Religion
– Politics
– Economics
• Family of Procreation – Everyday buying
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Roles and Statuses
6-17
Behavior changes according to life cycle stage
•Family
•Psychological
6-19
Lifestyle Influences
Multi-tasking
Time-starved
6-20
Figure 6.1
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Key Psychological Processes
Motivation
Memory Learning
6-22
Motivation
Freud’s Theory
Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by
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Perception
Selective Attention
Subliminal Perception Selective Retention
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Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
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6-30
Sources of Information
Personal
Experiential Public
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Non-compensatory Models of Choice
• Conjunctive
• Lexicographic
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6-37
Other Theories of
Consumer Decision Making
Involvement • Elaboration Likelihood Model • Low-involvement marketing strategies • Variety-seeking buying behavior Decision Heuristics • Availability • Representativeness • Anchoring and
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Mental Accounting
• Consumers tend to…
– Segregate gains
– Integrate losses
6-39
Marketing Debate
Is Target Marketing Ever Bad?
Take a position:
1. Targeting minorities is exploitative.
2. Targeting minorities is a sound
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Marketing Discussion
What are your mental accounts?
Do you have rules you employ in
spending money?
