Transcript Kotler Keller 06

6
Analyzing
Consumer Markets
Marketing Management
A South Asian Perspective, 13th ed
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?
• How do marketers analyze consumer
decision making?
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Tata Steel used
steeljunction® to
encourage
consumers to go
steel shopping and
to develop deeper
understanding of
individual and
household
customers.
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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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Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
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Characteristics of Social Classes
• Within a class, people tend to behave
alike
• Social class conveys perceptions of
inferior or superior position
• Class may be indicated by a cluster of
variables (occupation, income, wealth)
• Class designation is mobile over time
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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
Dissociative groups
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Provogue uses teenage icons as brand
ambassadors and a youth targeted
website to connect to its customers
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Radio Shack Targets Women with
Female Store Managers
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Roles and Status
What degree of status is
associated with various
occupational roles?
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Personal Factors
Age
Selfconcept
Life cycle
stage
Lifestyle
Occupation
Values
Wealth
Personality
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The Family Life Cycle
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Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
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Faysal Bank of
Pakistan has
extended
banking hours
for time-pressed
executives.
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Table 6.2 LOHAS (Lifestyles of Health
and Sustainability) Market Segments
•
•
•
•
•
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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Key Psychological Processes
Motivation
Perception
Learning
Memory
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Motivation
Freud’s
Theory
Maslow’s
Hierarchy
of Needs
Herzberg’s
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
the lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
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Maslow’s Hierarchy of Needs
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Herzberg’s Two-Factor Theory
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Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
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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
Purchase Decision
Postpurchase
Behavior
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Problem Recognition
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Sources of Information
Personal
Commercial
Public
Experiential
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Figure 6.5 Successive Sets Involved in
Consumer Decision Making
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Table 6.8 Sales and Product
Life Cycle
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Figure 6.6 Stages between Evaluation
of Alternatives 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 and
Dispose of Products
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Rural Consumer Behaviour
• Rural consumers are more brand loyal
• Restrictions on consumption
• Collective consumption behaviour: for
family rather than individual
• Seasonality of consumption based on
seasonality of agricultural
production/income
• Specific patterns in the five-stage
buying decision process
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Other Theories of
Consumer Decision Making
Involvement
• Elaboration
Likelihood Model
• Low-involvement
marketing
strategies
• Variety-seeking
buying behavior
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Decision Heuristics
• Availability
• Representativeness
• Anchoring and
adjustment
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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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Marketing Debate
 Is target marketing ever bad?
Take a position:
1. Targeting minorities is exploitive.
or
2. Targeting minorities is a sound
business practice.
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Marketing Discussion
 Do you have rules you employ in
spending money?
 Do you follow Thaler’s four principles
in reacting to gains and losses?
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