marketing management 12 th edition 6 analyzing consumer markets kotlerkeller
TRANSCRIPT
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MARKETING MANAGEMENT12th edition
6 Analyzing
Consumer Markets
Kotler Keller
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6-2
What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal Factors
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Culture
The fundamental determinant of a person’s wants and behaviors
acquired through socializationprocesses with family
and other key institutions
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Subcultures
Nationalities Nationalities
ReligionsReligions
Racial groupsRacial groups
Geographic regionsGeographic regions
Special interestsSpecial interests
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Social Classes
Upper uppersLower uppersUpper middlesMiddle class
Working classUpper lowersLower 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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Reference Groups
Membership groupsMembership groups
Primary groupsPrimary groups
Secondary groupsSecondary groups
Aspirational groupsAspirational groups
Dissociative groupsDissociative groups
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Family
• Family of Orientation– Religion– Politics– Economics
• Family of Procreation– Everyday buying
behavior
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Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
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Behavior changesaccording to life cycle stage
•Family•Psychological•Critical life events
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Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
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Figure 6.1 Model of Consumer Behavior
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Key Psychological Processes
Motivation
MemoryLearning
Perception
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Maslow’s Hierarchy of Needs
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Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
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Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
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Sources of Information
Personal
ExperientialPublic
Commercial
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Figure 6.5 Successive Sets
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Figure 6.6 Stages between Evaluation of Alternatives and Purchase