chapter 6 analyzing consumer markets

Chapter 6 analyzing consumer markets, Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.

Kotler • Keller Phillip Kevin Lane

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?

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.

Consumer Behavior

Consumer Behavior

Cultural Factors

Personal Factors

Cultural Factors

Culture

Subculture

Social Class

Average U.S Outlays IN 2007

Personal Factors

Age

Life Cycle Stage

Personality

Personal Factors

Values Occupation

Lifestyle Economic situation

Psychological Factors

Freud

Maslow

Herzberg

Maslow’s Hierarchy of Needs

Selective Distortion

Selective Retention Selective Attention

Subliminal Perception

Driver

Cues

Emotions

Mental Maps Memory Processes

Hypothetical State Farm

Mental Map

The Buying Decision Process

Buying Decision Process

Problem Recognition

Stimulus

• Internal

“I’m Hungry”

Information Search

Personal

Experiential

Successive Sets Involved in Consumer Decision Making

Evaluation of Alternatives

Attitudes

Beliefs

Memory Capacity

Graphics Capacity

Steps between Evaluation of Alternatives and Purchase Decision

Purchase Decision

Noncompensatory Models

Brand Dealer Quantity Timing

How Customers Use or Dispose of Products

Moderating Effects

Low-involvement

Variety seeking

Behavioral Decision Theory

Decision Heuristics

Decision Framing