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
What Influences Consumer Behavior?
Cultural factors
 Social factors
 Personal factors

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
Subcultures
Nationalities
 Religions
 Racial groups
 Geographic regions
 Special interests

6-5
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
6-6
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
6-7
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.

6-8
Social Factors
Reference
groups
Family
Social
roles
Statuses
6-9
Reference Groups
Membership
 Primary
 Secondary
 Aspirational
 Dissociative

6-10
Family


Family of Orientation
 Religion
 Politics
 Economics
Family of Procreation
 Everyday buying behavior
6-11
Personal Factors




Age
Life cycle stage
Occupation
Wealth




Personality
Values
Lifestyle
Self-concept
6-12
Brand Personality
Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

6-13
Key Psychological Processes
Motivation
 Perception
 Learning
 Memory

6-14
Motivation
Freud’s theory
 Maslow’s hierarchy of needs
 Herzberg’s two-factor theory

6-15
Perception
Selective attention
 Selective retention
 Selective distortion
 Subliminal perception

6-16
Figure 6.4 Consumer Buying Process
Problem recognition
 Information search
 Evaluation
 Purchase decision
 Postpurchase behavior

6-17
Sources of Information
Personal
 Commercial
 Public
 Experiential

6-18
Non-compensatory Models of Choice
Conjunctive
 Lexicographic
 Elimination-by-aspects

6-19
Perceived Risk



Functional
Physical
Financial



Social
Psychological
Time
6-20
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
6-21
Mental Accounting

Consumers tend to…
 Segregate
gains
 Integrate losses
 Integrate smaller losses with larger gains
 Segregate small gains from large losses
6-22