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Analyzing Consumer
Markets
Possible Questions
1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes
influence consumer responses to the
marketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray from a
deliberative, rational decision process?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 2 of 31
Consumer Behavior
The study of how individuals, groups,
and organizations select, buy, use, and
dispose of goods, services, ideas, or
experiences to satisfy their needs or
wants.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 3 of 31
Consumer Behavior
Personal Factors
Cultural Factors
Social Factors
Cultural Factors
Social Class
Culture
Subculture
Social Factors
Reference Groups
Family
Role and Status
Personal Factors
Personality
Age
Life Cycle Stage
Personal Factors
Occupation
Values
Lifestyle
Economic situation
Psychological Factors
Motivation
Freud
Maslow
Herzberg
Maslow’s Hierarchy of Needs
Perception
Selective Attention
Selective Retention
Subliminal Perception
Selective Distortion
Learning
Driver
Cues
Discrimination
Emotions
Memory
Memory Processes
Mental Maps
Encoding
Retreival
Association
Association
Association
Association
Association
Brand Associations
Brand
The Buying Decision Process
Buying Decision Process
Problem Recognition
“I’m Hungry”
Stimulus
• Internal
• External
Information Search
Commercial
Personal
Public
Experiential
Successive Sets Involved in
Consumer Decision Making
Evaluation of Alternatives
Beliefs
Attitudes
Steps between Evaluation of
Alternatives and Purchase Decision
Postpurchase Behavior
Postpurchase Satisfaction
Delighted
Satisfied
Dissatisfied
Loyal
Stay or Go
Defect
Postpurchase Actions
How Customers
Use or Dispose of Products
Behavioral Decision Theory
Decision Framing
Decision Heuristics