6 Analyzing Consumer Markets Marketing Management, 13th ed Chapter Questions • How consumer characteristics influence buying behavior? • What major psychological processes influence consumer responses to the marketing program? • How consumers make purchasing decisions? • How marketers analyze consumer decision making? Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-2 What Influences Consumer Behavior? • Cultural factors • Social factors • Personal factors Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-3 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 Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-4 Subcultures • • • • Nationalities Religions Racial groups Geographic regions Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-5 Fast Facts About American Culture • The average American: • • • • chews 300 sticks of gum a year goes to the movies times a year takes trips per year attends a sporting event times each year Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-6 Social Classes • • • • • • • Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-7 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 Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-8 Social Factors • • • • Reference groups Family Social roles Statuses Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-9 Reference Groups • • • • • Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-10 Family Distinctions Affecting Buying Decisions • Family of Orientation • Family of Procreation Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-11 Personal Factors • • • • Age Life cycle stage Occupation Wealth • • • • Personality Values Lifestyle Self-concept Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-12 Brand Personality • • • • • Sincerity Excitement Competence Sophistication Ruggedness Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-13 Lifestyle Influences • Multi-tasking • Time-starved • Money-constrained Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-14 Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments • • • • • Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-15 Key Psychological Processes • • • • Motivation Perception Learning Memory Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-16 Motivation Freud’s Theory Maslow’s Hierarchy of Needs Herzberg’s Two-Factor Theory Behavior is guided by subconscious motivations Behavior is driven by lowest, unmet need Behavior is guided by motivating and hygiene factors Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-17 Maslow’s Hierarchy of Needs • • • • • Physiological needs Safety needs Social needs Esteem needs Self-actualization needs Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-18 Perception • • • • Selective attention Selective retention Selective distortion Subliminal perception Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-19 Figure 6.4 Consumer Buying Process • • • • • Problem recognition Information search Evaluation Purchase decision Postpurchase behavior Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-20 ...Chapter Questions • How consumer characteristics influence buying behavior? • What major psychological processes influence consumer responses to the marketing program? • How consumers make purchasing... purchasing decisions? • How marketers analyze consumer decision making? Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-2 What Influences Consumer Behavior? • Cultural factors... perception Copyright © 2009 Pearson Education, Inc  Publishing as Prentice Hall 6-19 Figure 6.4 Consumer Buying Process • • • • • Problem recognition Information search Evaluation Purchase decision