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Chapter 6 - Analyzing consumer markets. In this chapter, we will address the following 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 deliberative, rational decision process?
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e a h C r e t p Analyzing Consumer Markets Discussion Questions How consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How consumers make purchasing decisions? In what ways consumers stray from a deliberative, rational decision process? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 31 d e in f e D 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 of 31 Consumer Behavior Personal Factors Cultural Factors Social Factors Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 31 Cultural Factors Social Class Culture Subcultur e Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 31 Average U.S Outlays IN 2007 38.5% 4.8% 15.5 % 11.4 % 4.2% Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 8.5% 3.3% 6.1 % 2.1 % Slide of 31 Social Factors Reference Groups Family Role and Status Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 31 Personal Factors Personality Age Life Cycle Stage Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 31 Personal Factors Occupation Value s Lifestyle Economic situation Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 31 Memory Memory Processes Mental Maps Encoding Retreival Associatio n Associatio n Associatio n Brand Associations Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Associatio n Associatio n Bran d Slide 17 of 31 g i F e r u Hypothetical State Farm Mental Map Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 31 g i F e r u 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 Commercia l Personal Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Public Experienti Slide 22 of 31 g i F e r u Successive Sets Involved in Consumer Decision Making Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 31 Evaluation of Alternatives Belief s Attitudes Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 31 Expectancy-Value Model Attribute Memory Capacity Graphics Capacity Size and Weight Price Model Weight: 40% Weight: 31% Weight: 20% Weight: 10% A 9 B 7 7 C 10 D Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall = = = = 8.0 7.0 6.0 8.0 Slide 25 of 31 g i F e r u 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 A B Choice Heuristics: •Conjective •Lexicographic •Elimination-by-aspect Brand Dealer Purchase subdecision s Quantity 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Postpurchase Actions Slide 28 of 31 g i F e r u 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 ... Expectancy-Value Model Attribute Memory Capacity Graphics Capacity Size and Weight Price Model Weight: 40% Weight: 31% Weight: 20% Weight: 10% A 9 B 7 7 C 10 D Model A = 0.4 (8) + 0.3(9) + 0.2 (6) +... 8.0 7.0 6. 0 8.0 Slide 25 of 31 g i F e r u 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 A B Choice Heuristics: •Conjective •Lexicographic •Elimination-by-aspect Brand Dealer Purchase subdecision s Quantity Timing Payment method Copyright © 2012 Pearson