Marketing - Analyzing Consumer Markets - Consumer Behaviour

Analyzing Consumer Markets

1. Analyzing Consumer Markets Marketing Management, 13 th ed 6

2. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 2 Model of Consumer Behavior

3. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 3 What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors

4. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 4 Subcultures Nationalities Religions Racial groups Geographic regions Cultural Factor

5. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 5 Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers Cultural Factor

6. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 6 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

7. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 7 Social Factors Reference groups Social roles Statuses Family

8. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 8 Reference Groups Membership groups Primary groups Secondary groups Social Factors

9. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 9 Family Distinctions Affecting Buying Decisions Family of Orientation Family of Procreation Social Factors

10. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 10 Roles and Status What degree of status is associated with various occupational roles? Social Factors

11. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 11 Personal Factors Age Values Life cycle stage Occupation Personality Self- concept Wealth Lifestyle

12. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 12 The Family Life Cycle Person al Factors

13. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 13 Key Psychological Processes Motivation Memory Learning Perception

14. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 14 Maslow’s Hierarchy of Needs Motivation Key Psychological Processes

15. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 15 Perception Selective Attention Subliminal Perception Selective Retention Selective Distortion Key Psychological Processes

16. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 16 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior

17. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 17 Successive Sets Involved in Consumer Decision Making

18. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 6- 18 Stages between Evaluation of Alternatives and Purchase