chapter 5 - analyzing consumer markets
TRANSCRIPT
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5 Analyzing
Consumer Markets
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Chapter Questions
How do consumer characteristics influence buying behavior?
What major psychological processes influence consumer responses to marketing?
How do marketers analyze consumers decision making?
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Model of Consumer Behavior
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Consumer Behavior
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Consumer Behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose goods, services, ideas or experiences to satisfy their needs and desires.
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What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal 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.
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
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A Few Facts About the American Culture
The average American:
spends 32% of income of housing, 8% on food at home and 6% on food away home.
has 1.9 vehicles per household.
spends 9.34 hours on sleeping and personal care a day.
chews 300 sticks of gum a year.
goes to the movies 9 times a year.
takes 4 trips a year.
attends a sporting event 7 times a year.
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Cultural Factors: Social ClassesUpper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
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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
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Social Factors
Referencegroups
Social roles Statuses
Family
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Social Factors: Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups
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Social Factors: Family Distinctions Affecting Buying Decisions
Family of Orientation: parents and siblings
Family of Procreation: spouse and children
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Social Factors: Roles and Status
What degree of status is associated with various occupational roles?
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Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
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LOHAS Market Segments (Lifestyles of Health and Sustainability)
Sustainable Economy (green goods, renewable energy, socially responsible investing, resource efficient products)
Healthy Lifestyles (organic and nutritional products)
Ecological Lifestyles (ecological home/office products, environmentally friendly products, ecotourism)
Alternative Health Care (homeopathy)
Personal Development (yoga, fitness, weight loss, CDs, books, seminars)
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Key Psychological Processes
Motivation
MemoryLearning
Perception
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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
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Maslow’s Hierarchy of Needs
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Herzberg’s Two-Factor Theory
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Perception
Selective Attention
Selective Distortion
Selective Retention
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Learning
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changes in behavior arising from experience
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Memory
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Consumer Buying Process
Problem Recognition
Information Search(personal, commercial,
public, experiential)
Evaluation
Purchase Decision
PostpurchaseBehavior
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Successive Sets in Decision Making
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Expectancy-Value Model: A Consumer’s Brand Beliefs about Laptop Computers
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Weights 40% 30% 20% 10%
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Perceived Risk
Functional – doesn’t perform up to expectations
Physical – poses a threat to the physical well-being or health of the user or others
Financial – product isn’t worth the price paid
Social – results in embarrassment from other
Psychological – affects the mental well-being of the user
Time – the failure of the product results in an opportunity cost of finding another good product
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Steps Between Alternative Evaluation and Purchase
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How Customers Use or Dispose of Products
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