mm-ii dr. lokesh jindal 2

8/8/2019 MM-II Dr. Lokesh Jindal 2

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MARKETING MANAGEMENT II

By

DR. LOKESH JINDAL


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Questions

How do consumer characteristics

influence buying behavior?

What major psychological processesinfluence consumer responses to the

marketing program?

How do consumers make purchasing

decisions?

How do marketers analyze consumer

decision making?


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Tata Steelused

steeljunction toencourage

consumersto go

steelshopping and

todevelopdeeper

understanding of

individual and

householdcustomers.


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What Influences

ConsumerBehavior?

Cultural Factors

Social Factors

Personal Factors


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Whatis Culture?

Culture is the fundamental determinant

of a persons wants and behaviors

acquired through socializationprocesses with family and other key

institutions.


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Subcultures

Nationalities

Religions

Geographic regions


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Social Classes

SEC A

SECB

SECC


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CharacteristicsofSocial Classes

Within a class, people tend to behave

alike

Social class conveys perceptions ofinferior 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

Reference

groups

Socialroles

Statuses

Family


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Reference Groups

Membership groups

- Primary groups

- Secondary groups

Aspirational groups

Dissociative groups


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Provogueusesteenageicons asbrand

ambassadors and a youthtargeted

websitetoconnecttoitscustomers


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Roles and Status

What degree of status is

associated with various

occupational roles?


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Personal Factors

Age

Values

Life cycle

stage

Occupation

Personality

Self-

concept

Wealth

Lifestyle


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The Family Life Cycle


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Figure 6.1

ModelofConsumerBehavior


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Key PsychologicalProcesses

Motivation

MemoryLearning

Perception


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Motivation

Maslows

Hierarchy

ofNeeds

Behavior

is driven by

the lowest,

unmet need

Herzbergs

Two-Factor

Theory

Behavior is

guided by

motivating

and hygiene

factors


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Maslows Hierarchy ofNeeds


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Herzbergs Two-FactorTheory


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Perception

Selective Attention

Subliminal Perception

Selective Distortion

Selective Retention


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Figure 6.4 ConsumerBuying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase

Behavior


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Figure 6.5 Successive Sets Involvedin

ConsumerDecision Making


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Perceived Risk

Functional

Physical

Financial

Social

Psychological

Time


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Figure 6.7 How Customers Use and

DisposeofProducts


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Rural ConsumerBehaviour

Rural consumers are more brand loyal

Restrictions on consumption

C

ollective consumption behaviour: forfamily rather than individual

Seasonality of consumption based onseasonality of agricultural

production/income Specific patterns in the five-stage

buying decision process


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Marketing Debate

Is target marketing ever bad?

Take a position:1. Targeting minorities is exploitive.

or

2. Targeting minorities is a soundbusiness practice.


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Marketing Discussion

Do you have rules you employ in

spending money?

Do you follow Thalers four principles

in reacting to gains and losses?

mm-ii dr. lokesh jindal 2

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