Analyzing Consumer Markets Marketing Management, 13 th ed 6.

Analyzing Consumer Markets

Marketing Management, 13th ed

6

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-2

What Influences Consumer Behavior?

Cultural FactorsCultural Factors

Social FactorsSocial Factors

Personal FactorsPersonal Factors


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.


Subcultures

Nationalities Nationalities

ReligionsReligions

Racial groupsRacial groups

Geographic regionsGeographic regions


David’s Bridal Targets the Latino Sub-Culture with its Collection of

Quinceañera Dresses


Social Classes

Upper uppersLower uppersUpper middlesMiddle class

Working classUpper lowersLower lowers


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


Social Factors

Referencegroups

Social roles

Statuses

Family


Reference Groups

Membership groupsMembership groups

Primary groupsPrimary groups

Secondary groupsSecondary groups

Aspirational groupsAspirational groups

Dissociative groupsDissociative groups


Family Distinctions Affecting Buying Decisions

• Family of Orientation• Family of Procreation


Roles and Status

What degree of status is associated with various occupational roles?


Personal Factors

Age

Values

Life cyclestage

Occupation

Personality

Self-concept

Wealth

Lifestyle


The Family Life Cycle


Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market Segments

• Sustainable Economy

• Healthy Lifestyles

• Ecological Lifestyles

• Alternative Health Care

• Personal Development


Figure 6.1 Model of Consumer Behavior


Key Psychological Processes

Motivation

MemoryLearning

Perception


Maslow’s Hierarchy of Needs


Perception

Selective Attention

Subliminal Perception

Selective Retention

Selective Distortion


Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

PostpurchaseBehavior


Sources of Information

Personal

ExperientialPublic

Commercial


Figure 6.5 Successive Sets Involved in Consumer Decision Making


Figure 6.6 Stages between Evaluation of Alternatives and Purchase

Analyzing Consumer Markets Marketing Management, 13 th ed 6.

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