kotler framework 5e_05_sppt
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Framework for Marketing Management
5Analyzing Consumer Markets
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-2
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?
Consumer Behavior
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What Influences Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
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What is Culture?
Culture is the fundamental determinant of a person’s wants and behaviors acquired
through socialization processes with family and other key institutions.
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Subcultures
Nationalities Religions Racial groups Geographic regions
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Social ClassesUpper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
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Social Factors
Reference groups
Family
Social roles
Statuses
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Reference Groups
Membership groups Primary groups Secondary groups Aspirational groups Disassociative groups
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Family Distinctions Affecting Buying Decisions
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Personal Factors
Age Life cycle stage Occupation Wealth
Personality Values Lifestyle Self-concept
Age and Stage of Lifecycle
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Occupation and Economic Circumstances
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Personality
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Brand Personality
Sincerity Excitement Competence Sophistication Ruggedness
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Table 5.1 LOHAS Market Segments(Lifestyles of Health and Sustainability)
Sustainable Economy Healthy Lifestyles Ecological Lifestyles Alternative Health Care Personal Development
Figure 5.1 Model of Consumer Behavior
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Motivation
Freud’sTheory
Behavioris guided by subconsciousmotivations
Maslow’sHierarchyof Needs
Behavioris driven by
lowest, unmet need
Herzberg’sTwo-Factor
Theory
Behavior isguided by motivating
and hygienefactors
Maslow’s Hierarchy
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Perception
Selective attention Selective retention Selective distortion Subliminal perception
Learning
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Emotions
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Figure 5.2 State Farm Mental Map
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Figure 5.3 Consumer Buying Process
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior
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Sources of Information
CommercialPersonal
Public Experiential
Figure 5.4 Successive Sets in Decision Making
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Decision Heuristics
Availability Representativeness Anchoring and adjustment
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Framing
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For Review
How do consumer characteristics influence buying behavior?
What major psychological processes influence consumer responses to the marketing program?
How do consumers make purchasing decisions?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 5-29
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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