MARKETING MANAGEMENT
Professor: Teoman Duman
Student: Bajraktarevic Damir
Chapter 6 (Marketing – management, Philip Kotler andKevin Lane keller)
ANALYZING CONSUMER MARKETS
The aim of marketing is to meet and satisfy target c. and wants better than competitors. Consumer behavior is the
study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and wants. Studying consumers provides clues for improving or introducing
products or services, setting prices, devising channels, crafting messages, and developing other marketing
activities. Marketers are always looking for emerging trends that suggest new marketing opportunities.
What Influences Consumer Behavior?
Cultural Factors
Culture, subculture, and social class are particularly important influences on consumer buying behavior. Culture is
the fundamental determinant of a person's wants and behavior. The growing child acquires a set of values,
perceptions, preferences, and behaviors through his or her family and other key institutions.
Social Factors
In addition to cultural factors, a consumer's behavior is influenced by such social factors as reference groups,
family, and social roles and statuses.
REFERENCE GROUPS
A person's reference groups consist of all the groups that have a direct (face-to-face) or indirect influence on
his/her attitudes or behavior. Groups having a direct influence on a person are called membership groups. Some
membership groups are primary groups, such as family, friends, neighbors, and co-workers, those with whom the
person interacts fairly continuously and informally. People also belong to secondary groups, such as religious,
professional, and trade-union groups, which tend to be more formal and require less continuous interaction
FAMILY
The family is the most important consumer buying organization in society, and family members constitute the
most influential primary reference group. We can distinguish between two families in the buyer's life.
A more direct influence on everyday buying behavior is the family of procreation— namely, one's spouse and
children.
Marketers are interested in the roles and relative influence of family members in the purchase of a large variety of
products and services. With expensive products and services like cars, vacations, or housing, the vast majority of
husbands and wives engage in more joint decision making.
Marketers use every possible channel of communication to reach kids, especially such popular media as
Nickelodeon, Cartoon Network, or the Disney Channel on TV and magazines such as Nickelodeon, Sports Illustrated
for Kids, and Disney Adventures.
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Personal Factors
A buyer's decisions are also influenced by personal characteristics. These include the buyer's age and stage in the
life cycle; occupation and economic circumstances; personality and self-concept; and lifestyle and values. Because
many of these characteristics have a very direct impact on consumer behavior, it is important for marketers to
follow them closely.
AGE AND STAGE IN THE LIFE CYCLE
People buy different goods and services over a lifetime. Taste in food, clothes, furniture, and recreation is often
age related. Consumption is also shaped by the family life cycle and the number, age, and gender of people in the
household at any point in time. Marketers should consider critical life events or transitions—marriage, childbirth,
illness, relocation, divorce, career change - as giving rise to new needs. These should alert service providers—
banks, lawyers, and marriage, employment, and bereavement counselors—to ways they can help.
OCCUPATION AND ECONOMIC CIRCUMSTANCES
Occupation also influences consumption patterns. A blue-collar worker will buy work clothes, work shoes, and
lunchboxes. A company president will buy dress suits, air travel, and country club memberships. Marketers try to
identify the occupational groups that have above-average interest in their products and services.
PERSONALITY AND SELF-CONCEPT
Each person has personality characteristics that influence his or her buying behavior. By personality, we mean a set
of distinguishing human psychological traits that lead to relatively consistent and enduring responses to
environmental stimuli. Personality is often described in terms of such traits as self-confidence, dominance,
autonomy, deference, sociability, defensiveness, and adaptability.
Personality can be a useful variable in analyzing consumer brand choices. The idea is that brands also have
personalities, and consumers are likely to choose brands whose personalities match their own.
Brands tended to be strong on one particular trait: Levi's with "ruggedness"; MTV with "excitement"; CNN with
"competence"; and Campbell's with "sincerity." The implication is that these brands will attract persons who are
high on the same personality traits.
LIFESTYLE AND VALUES
People from the same subculture, social class, and occupation may lead quite different lifestyles. A lifestyle is a
person's pattern of living in the world as expressed in activities, interests, and opinions. Lifestyle portrays the
"whole person" interacting with his or her environment. Marketers search for relationships between their
products and lifestyle groups. For example, a computer manufacturer might find that most computer buyers are
achievement-oriented. The marketer may then aim the brand more clearly at the achiever lifestyle. Marketers are
always uncovering new trends in consumer lifestyles.
Key Psychological Processes
Marketing and environmental stimuli enter the consumer's consciousness. A set of psychological processes
combine with certain consumer characteristics to result in decision processes and purchase decisions.
Four key psychological processes—motivation, perception, learning, and memory - fundamentally influence
consumer responses to the various marketing stimuli.
Motivation
A person has many needs at any given time. Some needs are biogenic; they arise from physiological states of
tension such as hunger, thirst, or discomfort. Other needs are psychogenic; they arise from psychological states of
tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a
sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.
Perception
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A motivated person is ready to act. How the motivated person actually acts is influenced by his or her view or
perception of the situation. Perception is the process by which an individual selects, organizes, and interprets
information inputs to create a meaningful picture of the world.Perception depends not only on the physical
stimuli, but also on the stimuli's relation to the surrounding field and on conditions within the individual. The key
point is that perceptions can vary widely among individuals exposed to the same reality. One person might
perceive a fast-talking salesperson as aggressive and insincere; another, as intelligent and helpful. Each will
respond differently to the salesperson.
In marketing, perceptions are more important than the reality, as it is perceptions that will
affect consumers'
actual behavior.
Learning
When people act, they learn. Learning involves changes in an individual's behavior arising from experience. Most
human behavior is learned. Learning theorists believe that learning is produced through the interplay of drives,
stimuli, cues, responses, and reinforcement.
Memory
All the information and experiences individuals encounter as they go through life can end up in their long-term
memory. Cognitive psychologists distinguish between short-term memory (STM)—a temporary repository of
information—and long-term memory (LTM)— a more permanent repository.
Marketing can be seen as making sure that consumers have the right types of product and service experiences
such that the right brand knowledge structures are created and maintained in memory.
MEMORY PROCESSES: ENCODING
Memory encoding refers to how and where information gets into memory. Memory encoding can be characterized
according to the amount or quantity of processing that information receives at encoding and the nature or quality
of processing that information receives at encoding. The quantity and quality of processing will be an important
determinant of the strength of an association. When a consumer actively thinks about and "elaborates" on the
significance of product or service information, stronger associations are created in memory.
One reason why personal experiences create such strong brand associations is that information about the product
is likely to be related to existing knowledge.
Consider the brand associations that might be created by a new TV ad campaign, employing a popular celebrity
endorser, designed to create a new benefit association for a well-known brand. For example, assume Bruce
Springsteen and his classic songs "Born in the USA" and "Born to Run" were jointly used to promote the "American
heritage" and "Patriotic appeal" of New Balance athletic shoes, a Massachusetts-based company that still
manufactures in its local area.
MEMORY PROCESSES: RETRIVIAL
Memory retrieval refers to how information gets out of memory. According to the associative network memory
model, the strength of a brand association increases both the likelihood that that information will be accessible
and the ease with which it can be recalled by "spreading activation." Successful recall of brand information by
consumers does not depend only on the initial strength of that information in memory. Three factors are
particularly important.
First, the presence of other product information in memory can produce interference effects. It may cause the
information to be either overlooked or confused. One challenge in a category crowded with many competitors—
for example, airlines, financial services, and insurance companies—is that consumers may mix up brands.
Second, the time since exposure to information at encoding affects the strength of a new association—the longer
the time delay, the weaker the association.
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Third, information may be "available" in memory (i.e., potentially recallable) but may not be "accessible" (i.e.,
unable to be recalled) without the proper retrieval cues or reminders.
The Buying Decision Process: The Five-Stage Model
These basic psychological processes play an important role in understanding how consumers actually make their
buying decisions. Marketers must understand every facet of consumer behavior. Smart companies try to fully
understand the customers' buying decision process—all their experiences in learning, choosing, using, and even
disposing of a product.
The consumer passes through five stages: problem recognition, information search, evaluation of alternatives,
purchase decision and postpurchase behavior. Clearly, the buying process starts long before the actual purchase
and has consequences long afterward. But consumers do not always pass through all five stages in buying a
product. They may skip or reverse some stages.
Problem Recognition
The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or
external stimuli. With an internal stimulus, one of the person's normal needs like hunger, thirst rises to a threshold
level and becomes a drive; or a need can be aroused by an external stimulus. A person may admire a neighbor's
new car or see a television ad for a Hawaiian vacation, which triggers thoughts about the possibility of making a
purchase. Marketers need to identify the circumstances that trigger a particular need by gathering information
from a number of consumers. They can then develop marketing strategies that trigger consumer interest.
Information Search
An aroused consumer will be inclined to search for more information. We can distinguish between two levels of
arousal. The milder search state is called heightened attention. At this level a person simply becomes more
receptive to information about a product. At the next level, the person may enter an active information search:
looking for reading material, phoning friends, going online, and visiting stores to learn about the product.
Of key interest to the marketer are the major information sources to which the consumer will turn and the relative
influence each will have on the subsequent purchase decision.
These information sources fall into four groups:
Personal. Family, friends, neighbors, acquaintances
Commercial. Advertising, Web sites, salespersons, dealers, packaging, displays
Public. Mass media, consumer-rating organizations
Experiential. Handling, examining, using the product
Evaluation of Alternatives
How does the consumer process competitive brand information and make a final value judgment? No single
process is used by all consumers or by one consumer in all buying situations.
There are several processes, the most current models of which see the process as cognitively oriented. That is,
they see the consumer as forming judgments largely on a conscious and rational basis. Some basic concepts will
help us understand consumer evaluation processes: First, the consumer is trying to satisfy a need. Second, the
consumer is looking for certain benefits from the product solution. Third, the consumer sees each product as a
bundle of attributes with varying abilities for delivering the benefits sought to satisfy this need. The attributes of
interest to buyers vary by product—for example:
1. Camera: Picture sharpness, camera speeds, camera size, price
2. Hotels: Location, cleanliness, atmosphere, price
3. Mouthwash: Color, effectiveness, germ-killing capacity, price, taste/flavor
BELIEFS AND ATTITUDES
Evaluations often reflect beliefs and attitudes. Through experience and learning, people acquire beliefs and
attitudes. These in turn influence buying behavior. A belief is a descriptive thought that a person holds about
something. People's beliefs about the attributes and benefits of a product or brand influence their buying
decisions. An attitude is a person's enduring favorable or unfavorable evaluation, emotional feeling, and action
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tendencies toward some object or idea.People have attitudes toward almost everything: religion, politics, clothes,
music, food.
A company is well-advised to fit its product into existing attitudes rather than to try to change attitudes.
Purchase Decisions
In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may
also form an intention to buy the most preferred brand. In executing a purchase intention, the consumer may
make up to four sub-decisions: brand (brand), dealer (dealer 2), quantity (one computer), timing (weekend), and
payment method (credit card).
In some cases, consumers may decide not to formally evaluate each and every brand; in other cases, intervening
factors may affect the final decision.
Postpurchase Behavior
After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting
features or hearing favorable things about other brands, and will be alert to information that supports his or her
decision. Marketing communications should supply beliefs and evaluations that reinforce the consumer's choice
and help him or her feel good about the brand. The marketer's job therefore does not end with the purchase.
Marketers must monitor postpurchase satisfaction, postpurchase actions, and postpurchase product uses.
Postpurchase satisfaction
What determines customer satisfaction with a purchase? Satisfaction is a function of the closeness between
expectations and the product's perceived performance. If performance falls short of expectations, the consumer is
disappointed; if it meets expectations, the consumer is satisfied; if it exceeds expectations, the consumer is
delighted. These feelings make a difference in whether the customer buys the product again and talks favorably or
unfavorably about it to others.
Consumers form their expectations on the basis of messages received from sellers, friends, and other information
sources. The larger the gap between expectations and performance,the greater the dissatisfaction.
Postpurchase action
Satisfaction or dissatisfaction with the product will influence subsequent behavior. If the consumer is satisfied, he
or she will exhibit a higher probability of purchasing the product again.
Marketers say:
"Our best advertisement is a satisfied customer." Dissatisfied consumers may abandon or return the product. They
may seek information that confirms its high value. They may take public action by complaining to the company,
going to a lawyer, or complaining to other groups (such as business, private, or government agencies). Private
actions include making a decision to stop buying the product (exit option) or warning friends (voice option). In all
these cases, the seller has done a poor job of satisfying the customer.
Other Theories of Consumer Decision Making
The consumer decision process may not always develop in a carefully planned fashion. It is important to
understand other theories and approaches to how consumers make decisions and when they might apply.
Level of Consumer Involvement
The expectancy-value model assumes a high level of involvement on the part of the consumer. Consumer
involvement can be defined in terms of the level of engagement and active processing undertaken by the
consumer in responding to a marketing stimulus
LOW-INVOLVEMENT MARKETING STRATEGIES
Many products are bought under conditions of low involvement and the absence of significant brand differences.
Consider salt. Consumers have little involvement in this product category. They go to the store and reach for the
brand. If they keep reaching for the same brand, it is out of habit, not strong brand loyalty. There is good evidence
that consumers have low involvement with most low-cost, frequently purchased products.
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VARIETY-SEEKING BUYING BEHAVIOR
Some buying situations are characterized by low involvement but significant brand differences. Here consumers
often do a lot of brand switching. Think about cookies. The consumer has some beliefs about cookies, chooses a
brand of cookies without much evaluation, and evaluates the product during consumption. Next time, the
consumer may reach for another brand out of a wish for a different taste. Brand switching occurs for the sake of
variety rather than dissatisfaction.
Mental Accounting
Researchers have found that consumers use mental accounting when they handle their money. Mental accounting
refers to the manner by which consumers code, categorize, and evaluate financial outcomes of choices. Formally,
it has been defined in terms of, "The tendency to categorize funds or items of value even though there is no logical
basis for the categorization, e.g., individuals often segregate their savings into separate accounts to meet different
goals even though funds from any of the accounts can be applied to any of the goals."
Profiling the Customer Buying Decision Process
How can marketers learn about the stages in the buying process for their product? They can think about how they
themselves would act (introspective method). They can interview a small number of recent purchasers, asking
them to recall the events leading to their purchase (retrospective method). They can locate consumers who plan to
buy the product and ask them to think out loud about going through the buying process (prospective method); or
they can ask consumers to describe the ideal way to buy the product (prescriptive method). Each method yields a
picture of the steps in the process. Trying to understand the customer's behavior in connection with a product has
been called mapping the customer's consumption system, customer activity cycle, or customer scenario.
SUMMARY
1. Consumer behavior is influenced by three factors: cultural (culture, subculture, and social class); social
(reference groups, family, and social roles and statuses); and personal (age, stage in the life cycle, occupation,
economic circumstances, lifestyle, personality, and self-concept). Research into all these factors can provide
marketers with clues to reach and serve consumers more effectively.
2. Four main psychological processes affect consumer behavior: motivation, perception, learning, and memory.
3. To understand how consumers actually make buying decisions, marketers must identify who makes and has
input into the buying decision; people can be initiators, influencers, deciders, buyers, or users. Different
marketing campaigns might be targeted to each type of person.
4. The typical buying process consists of the following sequence of events: problem recognition, information
search, evaluation of alternatives, purchase decision, and postpurchase behavior. The marketers' job is to
understand the behavior at each stage. The attitudes of others, unanticipated situational factors, and perceived
risk may all affect the decision to buy, as will consumers' levels of postpurchase satisfaction and postpurchase
actions on the part of the company.
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