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Analyzing
Consumer Markets
Marketing Management
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?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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What Influences
Consumer Behavior?
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
Factors
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What is Culture?
Culture is the fundamental determinant
of a persons wants and behaviors
acquired through socialization
processes with family and other key
institutions.
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Subcultures
Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions
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Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Social Factors
Reference
groups
Family
Social
roles
Statuses
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Reference Groups
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
6-10
Family Distinctions
Affecting Buying Decisions
Family of Orientation
Family of Procreation
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Personal Factors
Age
Selfconcept
Life cycle
stage
Lifestyle
Occupation
Values
Wealth
Personality
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Brand Personality
Sincerity
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
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Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
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Figure 6.1
Model of Consumer Behavior
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Motivation
Perception
Learning
Memory
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Motivation
Freuds
Theory
Maslows
Hierarchy
of Needs
Herzbergs
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
the lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
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Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Problem Recognition
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Sources of Information
Personal
Commercial
Public
Experiential
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Purchase Decision
Executing a Purchase Decision:
Brand
Dealer
Quantity
Timing
Payment Method
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Perceived Risk
Functional
Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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