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Marketing Management, 12/eA South Asian Perspective
6 Analyzing
Consumer Markets
Kotler Koshy
Keller Jha
6-2
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?
How do marketers analyze consumer decision making?
6-3
What Influences Consumer Behavior?
Cultural factors Social factors Personal factors
6-4
Culture
The fundamental determinant of a person’s wants and behaviors
acquired through socializationprocesses with family
and other key institutions.
6-5
Subcultures
Nationalities Religions Racial groups Geographic regions Special interests
6-6
Socioeconomic Classification (SEC) Matrix—India (Urban)
6-7
SEC Matrix—India (Rural)
6-8
Socioeconomic Class-wise Distribution of Households (%)
6-9
Indian Households by Income Groups
6-10
Age Distribution of Population—India
6-11
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, and education). Class designation is mobile over time.
6-12
Social Factors
Referencegroups
Social roles
Statuses
Family
6-13
Reference Groups
Membership Primary Secondary Aspirational Dissociative
6-14
Family
Family of orientationReligionPoliticsEconomics
Family of procreationEveryday buying behavior
6-15
Personal Factors
Age Life cycle stage Occupation Wealth
Personality Values Lifestyle Self-concept
6-16
Brand Personality
Sincerity Excitement Competence Sophistication Ruggedness
6-17
Key Psychological Processes
Motivation Perception Learning Memory
6-18
Motivation
Freud’s theory Maslow’s hierarchy of needs Herzberg’s two-factor theory
6-19
Perception
Selective attention Selective retention Selective distortion Subliminal perception
6-20
Figure 6.4 Consumer Buying Process
Problem recognition Information search Evaluation Purchase decision Postpurchase behavior
6-21
Sources of Information
Personal Commercial Public Experiential
6-22
Non-compensatory Models of Choice
Conjunctive Lexicographic Elimination-by-aspects
6-23
Perceived Risk
Functional Physical Financial
Social Psychological Time
6-24
Other Theories of Consumer Decision Making
Involvement Elaboration
likelihood model Low-involvement
marketing strategies Variety-seeking
buying behavior
Decision Heuristics Availability Representativeness Anchoring and
adjustment
6-25
Mental Accounting
Consumers tend to…Segregate gains Integrate losses Integrate smaller losses with larger gainsSegregate small gains from large losses