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Understanding Consumer Behavior Factors

This chapter discusses how marketers analyze consumer behavior and decision making. It covers the cultural, social, and personal factors that influence buying behavior, such as subcultures, socioeconomic class, demographics, and psychological processes. The chapter also examines consumer decision making models, including the consumer buying process of problem recognition, information search, evaluation, purchase decision, and post-purchase behavior. Marketers analyze the sources of information and models of choice consumers use to make purchasing decisions.

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Preetam Jain
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6 views25 pages

Understanding Consumer Behavior Factors

This chapter discusses how marketers analyze consumer behavior and decision making. It covers the cultural, social, and personal factors that influence buying behavior, such as subcultures, socioeconomic class, demographics, and psychological processes. The chapter also examines consumer decision making models, including the consumer buying process of problem recognition, information search, evaluation, purchase decision, and post-purchase behavior. Marketers analyze the sources of information and models of choice consumers use to make purchasing decisions.

Uploaded by

Preetam Jain
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Marketing Management, 12/e

A South Asian Perspective


6
Analyzing
Consumer Markets

Kotler

Koshy

Keller

Jha

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?

6-2

What Influences Consumer Behavior?


Cultural factors
Social factors
Personal factors

6-3

Culture
The fundamental determinant of
a persons wants and behaviors
acquired through socialization
processes with family
and other key institutions.

6-4

Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Special interests

6-5

Socioeconomic Classification (SEC)


MatrixIndia (Urban)

6-6

SEC MatrixIndia (Rural)

6-7

Socioeconomic Class-wise
Distribution of Households (%)

6-8

Indian Households by Income Groups

6-9

Age Distribution of PopulationIndia

6-10

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.

6-11

Social Factors
Reference
groups

Family

Social
roles

Statuses

6-12

Reference Groups
Membership
Primary
Secondary
Aspirational
Dissociative

6-13

Family

Family of orientation
Religion
Politics
Economics
Family of procreation
Everyday buying behavior

6-14

Personal Factors

Age
Life cycle stage
Occupation
Wealth

Personality
Values
Lifestyle
Self-concept

6-15

Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness

6-16

Key Psychological Processes


Motivation
Perception
Learning
Memory

6-17

Motivation
Freuds theory
Maslows hierarchy of needs
Herzbergs two-factor theory

6-18

Perception
Selective attention
Selective retention
Selective distortion
Subliminal perception

6-19

Figure 6.4 Consumer Buying Process


Problem recognition
Information search
Evaluation
Purchase decision
Postpurchase behavior

6-20

Sources of Information
Personal
Commercial
Public
Experiential

6-21

Non-compensatory Models of Choice


Conjunctive
Lexicographic
Elimination-by-aspects

6-22

Perceived Risk

Functional
Physical
Financial

Social
Psychological
Time

6-23

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

6-24

Mental Accounting

Consumers tend to
Segregate

gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses

6-25

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