Kotler Mm15e Inppt 06

Chapter 6 Analyzing Consumer Markets

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Learning Objectives 1.

2.

3.

4.

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 deliberative, rational decision process?

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What Influences Consumer Behavior? •

Consumer behavior   –

The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants

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Influenced by cultural, social, and personal factors

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What Influences Consumer Behavior? •

Cultural factors  –

Culture

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Subcultures

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Social classes

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What Influences Consumer Behavior? •

Social factors Reference groups Cliques Family Roles and status Copyright © 2016 Pearson Education Ltd.

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Reference Groups •

Membership groups  –

Primary vs. secondary

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 Aspirational groups groups

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Dissociative groups

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Opinion leader  Copyright © 2016 Pearson Education Ltd.

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Family •

Family of orientation vs. family of procreation

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What Influences Consumer Behavior? •

Personal factors  Age/stage in life cycle cycle

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Occupation and economic circumstances

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Personality and selfconcept

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Lifestyle and values

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Key Psychological Processes Motivation

Memory

Perception

Emotions

Learning

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Figure 6.1 Model Of Consumer Behavior 

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Key Psychological Processes •

Motivation  A need becomes a motive when it is aroused to a sufficient level of intensity to drive us to act

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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 lowest, unmet need

Behavior is guided by dissatisfiers and satisfiers

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Figure 6.2 Maslow’s Hierarchy Of Needs

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Key Psychological Processes •

Perception  –

The process by which we select, organize, and interpret information inputs to create a meaningful picture of the world

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perception Selective attention Selective distortion Selective Selective retention Subliminal perception

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Key Psychological Processes •

Learning  –

Induces changes in our behavior arising from experience

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Drive and cues

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Generalization and discrimination

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Key Psychological Processes •

Emotions  –

Many different kinds of emotions can be linked to brands

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Key Psychological Processes •

Memory  –

Short-term vs. long-term memory

 Associative network memory memory model

 –  –

Brand associations

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Memory encoding

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Memory retrieval

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The Buying Decision Process •

The consumer typically passes through five stages  –

Problem recognition

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Information search

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Evaluation of alternatives

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Purchase decision

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Postpurchase behavior 

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The Buying Decision Process •

Problem recognition  –

The buyer recognizes a problem/need triggered by internal/external stimuli

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The Buying Decision Process •

Information search 

Personal sources  Commercial sources  Public sources Experiential sources  Experiential

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Figure 6.5 Sets Involved In Decision Making

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The Buying Decision Process •

Evaluation of alternatives  –

Expectancy-value model

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The Buying Decision Process •

Purchase decision  –

Compensatory vs. noncompensatory models Conjunctive heuristic

Lexicographic heuristic

Elimination-by-aspects heuristic Copyright © 2016 Pearson Education Ltd.

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Intervening factors

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Types of perceived risk Functional risk

Physical risk

Financial risk

Time risk

Psychological risk

Social risk

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The Buying Decision Process •

Postpurchase behavior   –

Postpurchase satisfaction

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Postpurchase actions

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Postpurchase uses and disposal Copyright © 2016 Pearson Education Ltd.

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Figure 6.7 Customer Product Use/Disposal

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Moderating Effects on Consumer Decision Making •

Low-involvement Consumer Decision Making

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Variety-Seeking Variety-Seeking Buying Behavior 

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Behavioral Economics •

Decision Heuristics  Availability heuristic

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Representativeness heuristic

 Anchoring and adjustment heuristic heuristic

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•

Framing  –

Mental accounting

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