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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 6 Analyzing Consumer Markets. Kotler Keller. Chapter Questions. How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program?

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 6 Analyzing Consumer Markets Kotler Keller

  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?

  3. What Influences Consumer Behavior? • Cultural factors • Social factors • Personal factors

  4. Culture The fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.

  5. Subcultures • Nationalities • Religions • Racial groups • Geographic regions • Special interests

  6. Fast Facts About American Culture • The average American • chews 300 sticks of gum a year • goes to the movies 9 times a year • takes 4 trips per year • attends a sporting event 7 times each year

  7. Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers

  8. 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.

  9. Social Factors Reference groups Family Social roles Statuses

  10. Reference Groups • Membership • Primary • Secondary • Aspirational • Dissociative

  11. Family • Family of Orientation • Religion • Politics • Economics • Family of Procreation • Everyday buying behavior

  12. Age Life cycle stage Occupation Wealth Personality Values Lifestyle Self-concept Personal Factors

  13. Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

  14. Key Psychological Processes • Motivation • Perception • Learning • Memory

  15. Motivation • Freud’s theory • Maslow’s hierarchy of needs • Herzberg’s two-factor theory

  16. Perception • Selective attention • Selective retention • Selective distortion • Subliminal perception

  17. Figure 6.4 Consumer Buying Process • Problem recognition • Information search • Evaluation • Purchase decision • Postpurchase behavior

  18. Sources of Information • Personal • Commercial • Public • Experiential

  19. Non-compensatory Models of Choice • Conjunctive • Lexicographic • Elimination-by-aspects

  20. Functional Physical Financial Social Psychological Time Perceived Risk

  21. Involvement Elaboration Likelihood Model Low-involvement marketing strategies Variety-seeking buying behavior Decision Heuristics Availability Representativeness Anchoring and adjustment Other Theories of Consumer Decision Making

  22. Mental Accounting • Consumers tend to… • Segregate gains • Integrate losses • Integrate smaller losses with larger gains • Segregate small gains from large losses

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