MARKETING MANAGEMENT

12th 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?
• How do consumers make purchasing
decisions?
• How do marketers analyze consumer
decision making?
6-2
Emerging Trends in Consumer Behavior

Metrosexual –
Straight urban man
who enjoys shopping
and using grooming
products

6-3
What Influences Consumer Behavior?

Cultural
Cultural Factors
Factors

Social
Social Factors
Factors

Personal
Personal Factors
Factors

6-4
Culture

The fundamental determinant of

a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions

6-5
Subcultures

Nationalities
Nationalities

Religions
Religions

Racial
Racial groups
groups

Geographic
Geographic regions
regions

Special
Special interests
interests
6-6
Insight into the subculture of
wine enthusiasts

6-7
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

6-8
Social Classes

Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers

6-9
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

6-10
Social Factors

Reference
Family
groups

Social
Statuses
roles

6-11
Reference Groups

Membership
Membership groups
groups

Primary
Primary groups
groups

Secondary
Secondary groups
groups

Aspirational
Aspirational groups
groups

Dissociative
Dissociative groups
groups
6-12
Family

• Family of Orientation
– Religion
– Politics
– Economics

• Family of Procreation
– Everyday buying
behavior

6-13
Targeting Women and Their Families

6-14
Roles and Statuses

What degree of status is

associated with various
occupational roles?

6-15
Personal Factors

Age
Self- Life cycle
concept stage

Lifestyle Occupation

Values Wealth
Personality

6-16
Behavior changes
according to life
cycle stage

•Family
•Psychological
•Critical life events

6-17
Brand Personality

Sincerity
Sincerity

Excitement
Excitement

Competence
Competence

Sophistication
Sophistication

Ruggedness
Ruggedness
6-18
Lifestyle Influences

Multi-tasking

Time-starved

Money-constrained

6-19
Figure 6.1
Model of Consumer Behavior

6-20
Key Psychological Processes

Motivation Perception

Learning Memory

6-21
Motivation

Maslow’s Herzberg’s
Freud’s Hierarchy Two-Factor
Theory of Needs Theory

Behavior Behavior Behavior is

is guided by is driven by guided by
subconscious lowest, motivating
motivations unmet need and hygiene
factors
6-22
Maslow’s Hierarchy of Needs

6-23
Herzberg’s Two-Factor Theory

6-24
Perception

Selective Attention

Selective Retention

Selective Distortion

Subliminal Perception
6-25
Figure 6.3 Dole Mental Map

6-26
Encoding Brand Associations

6-27
Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase
Behavior
6-28
Problem Recognition

6-29
Sources of Information

Personal Commercial

Public Experiential

6-30
Figure 6.5 Successive Sets

6-31
Evaluation of Attributes
Table 6.3

6-32
Figure 6.6 Stages between Evaluation of
Alternatives and Purchase

6-33
Non-compensatory Models of Choice

• Conjunctive
• Lexicographic
• Elimination-by-aspects

6-34
Perceived Risk
Functional
Functional

Physical
Physical

Financial
Financial

Social
Social

Psychological
Psychological

Time
Time

6-35
Figure 6.7 How Customers Use and
Dispose of Products

6-36
Other Theories of
Consumer Decision Making

Involvement Decision Heuristics

• Elaboration • Availability
Likelihood Model • Representativeness
• Low-involvement • Anchoring and
marketing strategies adjustment
• Variety-seeking
buying behavior

6-37
Mental Accounting

• Consumers tend to…

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

6-38
Marketing Debate

 Is Target Marketing Ever Bad?

Take a position:
1. Targeting minorities is exploitative.
2. Targeting minorities is a sound
business practice.

6-39
Marketing Discussion

 What are your mental accounts?

Do you have rules you employ in

spending money?
Do you follow Thaler’s four principles
in reacting to gains and losses?

6-40