MARKETING MANAGEMENT12th edition

6 Analyzing

Consumer Markets

Kotler Keller

6-2

What Influences Consumer Behavior?

Cultural FactorsCultural Factors

Social FactorsSocial Factors

Personal FactorsPersonal Factors

6-3

Culture

The fundamental determinant of a person’s wants and behaviors

acquired through socializationprocesses with family

and other key institutions

6-4

Subcultures

Nationalities Nationalities

ReligionsReligions

Racial groupsRacial groups

Geographic regionsGeographic regions

Special interestsSpecial interests

6-5

Social Classes

Upper uppersLower uppersUpper middlesMiddle class

Working classUpper lowersLower lowers

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

6-7

Social Factors

Referencegroups

Social roles

Statuses

Family

6-8

Reference Groups

Membership groupsMembership groups

Primary groupsPrimary groups

Secondary groupsSecondary groups

Aspirational groupsAspirational groups

Dissociative groupsDissociative groups

6-9

Family

• Family of Orientation– Religion– Politics– Economics

• Family of Procreation– Everyday buying

behavior

6-10

Personal Factors

Age

Values

Life cyclestage

Occupation

Personality

Self-concept

Wealth

Lifestyle

6-11

Behavior changesaccording to life cycle stage

•Family•Psychological•Critical life events

6-12

Lifestyle Influences

Multi-tasking

Time-starved

Money-constrained

6-13

Figure 6.1 Model of Consumer Behavior

6-14

Key Psychological Processes

Motivation

MemoryLearning

Perception

6-15

Maslow’s Hierarchy of Needs

6-16

Perception

Selective Attention

Subliminal Perception

Selective Retention

Selective Distortion

6-17

Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

PostpurchaseBehavior

6-18

Sources of Information

Personal

ExperientialPublic

Commercial

6-19

Figure 6.5 Successive Sets

6-20

Figure 6.6 Stages between Evaluation of Alternatives and Purchase