phillip kevin lane kotler • keller - unibg analyzing... · kotler • keller phillip kevin lane...
TRANSCRIPT
Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Analyzing Consumer Markets
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 3 of 27
Discussion Ques>ons 1. How do consumer characteris>cs
influence buying behavior?
2. What major psychological processes influence consumer responses to the marke>ng program?
3. How do consumers make purchasing decisions?
4. In what ways do consumers stray from a delibera>ve, ra>onal decision process?
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 4 of 27
The study of how individuals, groups, and organiza>ons select, buy, use, and dispose of goods, services, ideas, or experiences to sa>sfy their needs or wants.
Consumer Behavior
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 5 of 27
Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 6 of 27
Cultural Factors
Culture
Subculture
Social Class
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 7 of 27
Average U.S. Outlays IN 2007
38.5% 15.5% 11.4% 8.5% 6.1%
4.8% 4.2% 3.3% 2.1%
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 8 of 27
Social Factors Reference Groups
Family
Role and Status
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 9 of 27
Personal Factors
Age
Life Cycle Stage
Personality
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 10 of 27
Personal Factors
Values Occupa>on
Lifestyle
Economic situa>on
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 11 of 27
Psychological Factors
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 12 of 27
Mo>va>on Freud
Maslow
Herzberg
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 13 of 27
Maslow’s Hierarchy of Needs
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 14 of 27
Emo>ons
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 15 of 27
Memory
Brand Associa>ons
Mental Maps
Memory Processes
Encoding Retreival
Brand
Associa>on
Associa>on
Associa>on
Associa>on
Associa>on
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 16 of 27
The Buying Decision Process
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 17 of 27
Buying Decision Process
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 18 of 27
Problem Recogni>on
S>mulus • Internal • External
“I’m Hungry”
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 19 of 27
Informa>on Search
Personal
Commercial Public
Experien>al
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 20 of 27
Successive Sets Involved in Consumer Decision Making
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 21 of 27
Evalua>on of Alterna>ves
Aatudes
Beliefs
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 22 of 27
Steps between Evalua>on of Alterna>ves and Purchase Decision
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 23 of 27
Purchase Decision Noncompensatory Models
A
Brand
Dealer
Quan>ty
Timing
Payment method
Purchase subdecisions
Choice Heuris>cs: • Conjec>ve • Lexicographic • Elimina>on-‐by-‐aspect
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 24 of 27
Postpurchase Behavior Postpurchase Sa.sfac.on
Postpurchase Ac>ons Defect
Loyal
Dissa>sfied
Sa>sfied
Delighted
Stay or Go
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 25 of 27
How Customers Use or Dispose of Products
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 26 of 27
Modera>ng Effects
Low-‐involvement
Variety seeking
Copyright © 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 27 of 27
Behavioral Decision Theory
Decision Heuris>cs
Decision Framing