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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
Emerging Trends in Consumer Behavior
Metrosexual –
Straight urban man
who enjoys shopping
and using grooming
products
6-3
What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
6-4
Culture
The fundamental determinant of
a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions
6-5
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Special interests
6-6
Insight into the subculture of
wine enthusiasts
6-7
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
6-8
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
6-9
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
6-10
Social Factors
Reference
groups
Family
Social
roles
Statuses
6-11
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
6-12
Family
• Family of Orientation
– Religion
– Politics
– Economics
• Family of Procreation
– Everyday buying
behavior
6-13
Targeting Women and Their Families
6-14
Roles and Statuses
What degree of status is
associated with various
occupational roles?
6-15
Personal Factors
Age
Selfconcept
Life cycle
stage
Lifestyle
Occupation
Values
Wealth
Personality
6-16
Behavior changes
according to life
cycle stage
•Family
•Psychological
•Critical life events
6-17
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
6-18
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
6-19
Figure 6.1
Model of Consumer Behavior
6-20
Key Psychological Processes
Motivation
Perception
Learning
Memory
6-21
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
6-22
Maslow’s Hierarchy of Needs
6-23
Herzberg’s Two-Factor Theory
6-24
Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
6-25
Figure 6.3 Dole Mental Map
6-26
Encoding Brand Associations
6-27
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
6-28
Problem Recognition
6-29
Sources of Information
Personal
Commercial
Public
Experiential
6-30
Figure 6.5 Successive Sets
6-31
Evaluation of Attributes
Table 6.3
6-32
Figure 6.6 Stages between Evaluation of
Alternatives and Purchase
6-33
Non-compensatory Models of Choice
• Conjunctive
• Lexicographic
• Elimination-by-aspects
6-34
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
6-35
Figure 6.7 How Customers Use and
Dispose of Products
6-36
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
6-37
Mental Accounting
• Consumers tend to…
– Segregate gains
– Integrate losses
– Integrate smaller losses with larger gains
– Segregate small gains from large losses
6-38
Marketing Debate
 Is Target Marketing Ever Bad?
Take a position:
1. Targeting minorities is exploitative.
2. Targeting minorities is a sound
business practice.
6-39
Marketing Discussion
 What are your mental accounts?
Do you have rules you employ in
spending money?
Do you follow Thaler’s four principles
in reacting to gains and losses?
6-40