6
Analyzing
Consumer Markets
Marketing Management, 13th ed
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
Culture
The fundamental determinant of
a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions
6-4
What Influences Consumer Behavior?
Cultural Factor
Social Factors
Personal Factors
6-5
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Special interests
6-6
Fast Facts About
American Culture
• The average American:
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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
6-7
Social Classes
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•
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
6-8
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
6-9
Social Factors
• Reference groups—have a direct
(face-to-face) or indirect influence on
their attitudes or behavior.
• Family—parents and siblings
• Social roles—activities within a group
that a person is expected to perform
• Status—prestige
6-10
Reference Groups
Membership groups—direct
influence
Primary groups—family,
friends, neighbors, co-workers
Secondary groups—religious,
professional, trade-union
Aspirational groups—
hope to join
Dissociative groups-rejects
6-11
Family
• Family of Orientation
(parents and siblings)
• Religion
• Politics
• Economics
• Family of Procreation
(spouse and children)
Everyday buying
behavior
6-12
Roles and Statuses
What degree of status is
associated with various
occupational roles?
6-13
Personal Factors
• Age
• Life cycle stage
• Occupation
• More women in
Workplace
• Wealth
6-14
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Personality
Values
Lifestyle
Self-concept
Growth Trends Young and Old (birthrate is the number
of babies born per one thousand people in the population)
Key Trends
Population Growing,
but…U.S. is less
than 1% per year
Birthrate – Boom
(1946 to 1964) or
Bust (1975 to 1976)
Graying of America
(Baby Boomers enter
middle age and senior
citizenry)
Trends in US Households and Families
Married Couple
without children—
married later
High Divorce
Rate—50%;
80% remarry
“Traditional”
Family
Single Adult
Households
Unmarried
Living
Together
The Cultural and Social
Environment
Time
Poverty
Economic
Power
Career
Opportunity
6-11
Cultural Trend:
The Changing Roles of Women
17
Brand Personality
Sincerity--honest
Excitement—daring
Competence—reliable
Sophistication—upper-class
Ruggedness—tough
6-18
Core Values--the belief systems that underlie
attitudes and behaviors
• Attitudes—a person’s enduring favorable or unfavorable
evaluation, emotional feeling, and action tendencies toward
some object or idea (e.g., Mistrustful; Pessimistic)
• Attitude towards a friend:
• Cognitive --I think my friend is kind, charming, and humorous
• Affective--I feel good when I am around my friend
• Behavioral--I try to hang out with my friend whenever I get the chance
• Belief—a descriptive thought that a person hold about something
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You will have bad luck for 7 years if you break a mirror
Don't let a black cat cross your path, it will bring you bad luck
Opening an umbrella indoors will bring you bad luck
Find a penny, pick it up, all day long you'll have good luck
Rain on your wedding day is a good omen
Lifestyle (pattern of living)
Influences
Multi-tasking—doing two or
more things at one time
Time—starved
Money—constrained
6-20
LOHAS (Lifestyles of Health and
Sustainability) Market Segments
• Sustainable Economy (e.g., green building and
industrial goods)
• Healthy Lifestyles (e.g., natural, organics;
nutritional products)
• Ecological Lifestyles (e.g., ecological home and
office products)
• Alternative Health Care (health and wellness
solutions)
• Personal Development (e.g., mind, body, and spirit
products such as CDs, books, tapes, seminars)
6-21
Self-Concept
• Actual Self-Concept—how we
view ourselves
• Ideal Self-Concept—how we
would like to view ourselves
• Others’ Self-Concept—how
we think others see us
Model of Consumer Behavior
6-23
Key Psychological Processes
• Motivation—drive to act
• Perception—Process of selecting,
organizing, interpreting information to
create a world picture
• Learning—changes in behavior or
insights arising from experience
• Memory—information & experiences
• Short-term—temporary
• Long-term—permanent
6-24
Motivation
Freud’s
Theory
Maslow’s
Hierarchy
of Needs
Herzberg’s
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
6-25
Maslow’s Hierarchy of Needs
6-26
Herzberg’s Two-Factor Theory
6-27
Perception
Selective Attention
(notice)
Selective Retention
(remember)
Selective Distortion
(interpret information
to fit preconceptions)
Subliminal Perception
(embed covert messages)
6-28
Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Post-purchase
Behavior
6-29
Sources of Information
Personal
(family, friends, etc)
Public
(mass media,
consumer-rating
Organizations)
6-30
Commercial
(advertising, websites,
salesperson, etc)
Experiential
(handling, examining,
product usage)
Non-compensatory Models of Choice
(positive and negative attributes consideration do
not necessarily net out)
• Conjunctive Heuristic
• minimum set of acceptable cutoff for each attribute and
choose 1st alternative that meets the minimum
standard for all attributes (e.g., computer speed)
• Lexicographic
• Choose the best brand on the basis of its perceived
most important attribute (e.g., printer versatility)
• Elimination-by-aspects
• Compares brands on an attribute selected
probabilistically (where the probability of choosing an
attribute is positively related to its importance) and
brands are eliminated if they do not meet minimum
acceptable cutoff levels (e.g., cell phone memory)
6-31
Perceived Risk
• Functional—product does not perform
• Physical—product poses treat to physical
well-being or health of the user or others
• Financial—product is not worth the price
paid
• Social—product results in embarrassment
from others
• Psychological—product affects the mental
well-being of the user
• Time—failure of product results in an
opportunity cost of finding another
satisfactory6-32product
Other Theories of
Consumer Decision Making
Involvement
• Elaboration Likelihood Model
• High and Low
• Low-involvement marketing
strategies
• Link to some involving
issues
• Personal situations
• Personal values
• Add Important feature
• Variety-seeking buying
behavior
• Encourage habitual buying
behavior by dominating
self-space.
6-33
Decision Heuristics (rules of thumb)
• Availability
• Quickness and ease with which
a particular example of an
outcome comes to mind (e.g.,
break failure of Toyota)
• Representativeness
• How representative or similar
the outcome is to other
examples (e.g., packaging)
• Anchoring and adjustment
• Consumers arrive at an initial
judgment and then make
adjustments of that 1st
impression based on additional
information (e.g., initial service
encounters)
Mental Accounting
How consumers code, categorize, and evaluate financial outcomes of choice
• Consumers tend to…
• Segregate gains
• Sum of parts maybe greater than the whole—multiple
benefits
• Integrate losses
• House buyers more inclined to view additional
expenditures favorably given the high price of the
house
• Integrate smaller losses with larger gains
• Withholding taxes from monthly paycheck than one
lump-sum payment
• Segregate small gains from large losses
6-34
• Rebate for purchasing an automobile
Study Question 1
A person’s ________ consist(s) of all the groups
that have a direct (face-to-face) or indirect influence
on his/her attitudes or behavior.
A.Culture
B.Subculture
C.Psychographics
D.reference groups
E.demographics
6-35
Study Question 2
Consumption may be shaped by ________
(such as marriage, childbirth, or divorce).
A.the psychological life cycle
B.the product life cycle
C.the life/death life cycle
D.Post-puberty cycles
E.critical life events or transitions
6-36
Study Question 3
________ is a set of distinguishing human
psychological traits that lead to relatively
consistent and enduring responses to
environmental stimuli.
A.Image
B.Personality
C.Beliefs
D.Heredity
E.Culture
6-37
Study Question 4
________ portrays the “whole person”
interacting with his or her environment.
A.Attitude
B.Reference group
C.Lifestyle
D.Culture
E.Subculture
6-38
Study Question 5
Consumers today are experiencing a time famine
because of their busy lifestyles. One way to avoid
the difficulties of time famine, which is of particular
interest to marketers, is ________.
A.to set fewer goals
B.to multitask
C.to give in to personal burdens
D.to report frustration to management
E.to develop a callous attitude toward marketers
6-39