29/09/ Analyzing Consumer Markets. Chapter Questions. Consumer Behavior

Transcription

1 1 6 Analyzing Consumer Markets 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? In what ways do consumers stray from a deliberate rational decision process? 6-2 Consumer Behavior 6-3 1

2 What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors 6-4 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. 6-5 Subcultures Nationalities Religions Racial groups Geographic regions 6-6 2

3 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 attends a sporting event 7 times each year 6-7 Social Classes Upper uppers Lower uppers Upper middles Middle Working Upper lowers Lower lowers 6-8 Social Factors Reference groups Family Social roles Statuses 6-9 3

4 Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups 6-10 Family Distinctions Affecting Buying Decisions 6-11 Personal Factors Age Life cycle stage Occupation Wealth Personality Values Lifestyle Self-concept

5 Age and Stage of Lifecycle 6-13 Occupation and Economic Circumstances 6-14 Personality

6 Brand Personality Sincerity Excitement Competence Sophistication Ruggedness 6-16 Table 6.2 LOHAS Market Segments (Lifestyles of Health and Sustainability) Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development 6-17 Figure 6.1 Model of Consumer Behavior

7 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 6-19 Maslow s Hierarchy 6-20 Perception Selective attention Selective retention Selective distortion Subliminal perception

8 Learning 6-22 Emotions 6-23 Memory

9 Figure 6.3 State Farm Mental Map 6-25 Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation of alternatives Purchase Decision Postpurchase Behavior 6-26 Sources of Information Personal Commercial Public Experiential

10 Figure 6.5 Successive Sets in Decision Making 6-28 Table 6.4 A Consumer s Brand Beliefs about Laptop Computers 6-29 Figure 6.6 Steps Between Alternative Evaluation and Purchase

11 Non-Compensatory Models of Choice Conjunctive Lexicographic Elimination-by-aspects 6-31 Perceived Risk Functional Physical Financial Social Psychological Time 6-32 Figure 6.7 How Customers Use or Dispose of Products

12 Low-Involvement Decision Making 6-34 Decision Heuristics Availability Representativeness Anchoring and adjustment 6-35 Framing

13 Mental Accounting Consumers tend to Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses 6-37 For Review 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 deliberate rational decision process?