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6
Analyzing
Consumer Markets
Marketing Management, 13th ed
Housekeeping
Housekeeping
• Class Monitor is Mohammad, make
sure he has your e-mail/phone number
• [email protected]
• The Mid-term exam will be on the
Saturday of Week 6. Timing 10h00
(sorry !)
• Weekly Group Assignment Marks will
be given towards the end of the
Semester to enable Standards
Norming.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
6-3
Group Names & Strap Lines
Group Name
Strap Line
Reference
4-in-1
Choice of all !
Freddy, Kenith, Shirley &
Keat
Fantastic 3
Deadly Smart !
Amirali, Yeong & Lulu
Optimus-Prime
Do or Die !
aHeaders
Creating future today and
not tomorrow
Fiona, Halim, Mohammad &
Osama
Nameless
No Name Just Value
Donald, Samantha & Diana
Fun Ball
The Winning Excitement
Amir, Lance, Mina & Wilson
The Swish
Endeavour, Endurance,
Excellence
Hazmin, Farez, Anwar &
Khairil
Yuniiku
Unlike Others..
Cash
Never Try, Never Know
Nashran, Hafidz, Hakimi &
Shervin
Harina, Jafar, Saleh, Amelia
Gan
Asma, Jane, Roy & Khalid
Copyright © 2009 Pearson
Education, Inc. Publishing
Copyright
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
as Prentice Hall
6-4
Group Names & Case Allocation
Group
Name
Case/Article
Nameless
Marketing Myopia
aHeaders
Movie Test Audiences
CASH
Marketing to Older Adults
Optimus
Prime
Online Music Distbn.
Fun Ball
Market Segmentation
4-in-1
Exclusive Brands
FREE ?
External Search
FREE ?
Easy Cinema
The Swish
Price & Brand Name
Fantastic 3
FCUK
Yuniiku
e- Marketing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
6-5
Key Questions
• How do consumer characteristics
influence buying behaviour?
• What major psychological processes
influence consumer responses to the
marketing program?
• How do consumers make purchasing
decisions?
• How do marketers analyse consumer
decision making?
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6-6
What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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6-7
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
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6-8
Social Factors
Reference
groups
Family
Social
roles
Statuses
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6-9
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
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6-10
Personal Factors
Age
Selfconcept
Life cycle
stage
Lifestyle
Occupation
Values
Wealth
Personality
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6-11
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
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6-12
Figure 6.1
Model of Consumer Behaviour
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6-13
Key Psychological Processes
Motivation
Perception
Learning
Memory
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6-14
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
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6-15
Maslow’s Hierarchy of Needs
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6-16
Herzberg’s Two-Factor Theory
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6-17
Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
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6-18
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
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6-19
Figure 6.5 Successive Sets Involved in
Consumer Decision Making
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6-20
Table 6.4 A Consumer’s Evaluation of
Brand Beliefs About Laptops
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6-21
Figure 6.6 Stages between Evaluation
of Options and Purchase
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6-22
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
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6-23
Figure 6.7 How Customers Use and
Dispose of Products
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6-24