Professional Documents
Culture Documents
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
Fig. 6.01 T24
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
What Influences Consumer Behavior?
Cultural factors
Social factors
Personal factors
6-4
Culture
6-5
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Special interests
6-6
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
6-7
Characteristics of Social Classes
6-8
Social Factors
Reference
Family
groups
Social
Statuses
roles
6-9
Reference Groups
Membership
Primary
Secondary
Aspirational
Dissociative
6-10
Family
Family of Orientation
Religion
Politics
Economics
Family of Procreation
Everyday buying behavior
6-11
Personal Factors
Age Personality
Life cycle stage Values
Occupation Lifestyle
Wealth Self-concept
6-12
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
6-13
Key Psychological Processes
Motivation
Perception
Learning
Memory
6-14
Motivation
Freud’s theory
Maslow’s hierarchy of needs
Herzberg’s two-factor theory
6-15
Perception
Selective attention
Selective retention
Selective distortion
Subliminal perception
6-16
Five-Stage Consumer Buyer T26
Decision Process
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
Figure 6.4 Consumer Buying Process
Problem recognition
Information search
Evaluation
Purchase decision
Postpurchase behavior
6-18
Sources of Information
Personal
Commercial
Public
Experiential
6-19
Non-compensatory Models of Choice
6-20
Perceived Risk
Functional Social
Physical Psychological
Financial Time
6-21
Fig. 6.07 T27
Steps Between Evaluation of Alternatives
and a Purchase Decision
Attitude
of others
Evaluation Purchase Purchase
of intention decisioin
alternatives
Unantici-
pated
situational
factors
Mental Accounting
6-23
Fig. 6.08 T28
How Customers Use or
Dispose of Products
To be
Rent it Give it (re)sold
Get rid of it away
temporarily Loan it
To be
used
Trade it
Get rid of it
Product permanently Direct to
Use for consumer
original Sell it
purpose
Keep it Convert Through
to new Throw it middleman
purpose away
Store it To
intermediary