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    Chapter 6

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    Muhammad Wajih Abbas

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    © All Rights Reserved
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    Chapter 6

    Uploaded by

    Muhammad Wajih Abbas
    169 views31 pages

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    Chapter 6.ppt

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    Copyright:

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    Download as pptx, pdf, or txt
    169 views31 pages

    Chapter 6

    Uploaded by

    Muhammad Wajih Abbas

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 31

    Phillip Kevin Lane

    Kotler • Keller
    Marketing Management • 14e
    Analyzing Consumer
    Markets
    Discussion Questions
    1. How do consumer characteristics
    influence buying behavior?
    2. What major psychological processes
    influence consumer responses to the
    marketing program?
    3. How do consumers make purchasing
    decisions?
    4. In what ways do consumers stray from a
    deliberative, rational decision process?
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
    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 or
    wants.

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 31


    Consumer Behavior
    Personal Factors

    Cultural Factors

    Social Factors
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 31
    Cultural Factors
    Social Class

    Culture

    Subculture
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 31
    Average U.S. Outlays IN 2007

    38.5% 15.5% 11.4% 8.5% 6.1%

    4.8% 4.2% 3.3% 2.1%

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 31


    Social Factors
    Reference Groups

    Family

    Role and Status


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 31
    Personal Factors

    Personality

    Age

    Life Cycle Stage

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 31


    Personal Factors
    Occupation Values

    Lifestyle
    Economic situation
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 31
    Psychological Factors

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 31


    Motivation
    Freud

    Maslow

    Herzberg
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 31
    Maslow’s Hierarchy of Needs

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 31


    Perception
    Selective Attention

    Selective Retention

    Subliminal Perception Selective Distortion


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 31
    Learning
    Driver

    Cues

    Discrimination
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 31
    Emotions

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 31


    Memory
    Memory Processes

    Mental Maps
    Encoding Association Association
    Retreival Association
    Association
    Association

    Brand Associations Brand


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 31
    Hypothetical State Farm
    Mental Map

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 31


    The Buying Decision Process

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 31


    Buying Decision Process

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 31


    Problem Recognition

    “I’m Hungry”

    Stimulus
    • Internal
    • External
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 31
    Information Search
    Commercial Public

    Personal Experiential
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 31
    Successive Sets Involved in
    Consumer Decision Making

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 31


    Evaluation of Alternatives
    Beliefs

    Attitudes
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 31
    Expectancy-Value Model

    Attribute
    Memory Graphics Size and
    Price
    Capacity Capacity Weight
    Model Weight: 40% Weight: 31% Weight: 20% Weight: 10%
    A 8 9 6 9
    B 7 7 7 7
    C 10 4 3 2
    D 5 3 8 5

    Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0


    Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0
    Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0
    Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 8.0

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 31


    Steps between Evaluation of
    Alternatives and Purchase Decision

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 31


    Purchase Decision
    Noncompensatory Models
    Choice Heuristics:
    • Conjective
    • Lexicographic
    • Elimination-by-aspect

    Brand

    Dealer
    Purchase
    Quantity
    subdecisions
    Timing

    Payment method
    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 31
    Postpurchase Behavior
    Postpurchase Satisfaction Delighted

    Satisfied

    Dissatisfied

    Loyal

    Stay or Go

    Defect Postpurchase Actions


    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 31
    How Customers
    Use or Dispose of Products

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 31


    Moderating Effects
    Low-involvement

    Variety seeking

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 31


    Behavioral Decision Theory
    Decision Framing

    Decision Heuristics

    Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 31

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