Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Analyzing Consumer Markets

Discussion Questions
1. How do consumer characteristics influence buying behavior? 2. What major psychological processes influence consumer responses to the marketing program? 3. How do consumers make purchasing decisions? 4. In what ways do consumers stray from a deliberative, rational decision process?
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Consumer Behavior
The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants.

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Consumer Behavior
Personal Factors

Cultural Factors

Social Factors
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Cultural Factors
Social Class

Culture

Subculture
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Average U.S. Outlays IN 2007

38.5%

15.5%

11.4%

8.5%

6.1%

4.8%

4.2%

3.3%

2.1%

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Social Factors
Reference Groups

Family

Role and Status

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Personal Factors
Personality

Age

Life Cycle Stage

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Personal Factors
Occupation Values

Lifestyle
Economic situation
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Psychological Factors

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Motivation
Freud

Maslow

Herzberg
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Maslows Hierarchy of Needs

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Perception
Selective Attention

Selective Retention

Subliminal Perception
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Selective Distortion
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Learning
Driver
Cues

Discrimination
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Emotions

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Memory
Memory Processes

Mental Maps Encoding Retreival

Association Association Association Association Association

Brand Associations
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Brand
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Hypothetical State Farm Mental Map

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The Buying Decision Process

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Buying Decision Process

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Problem Recognition
Im Hungry

Stimulus Internal External

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Information Search
Commercial Public

Personal
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Experiential
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Successive Sets Involved in Consumer Decision Making

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Evaluation of Alternatives
Beliefs

Attitudes
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Expectancy-Value Model
Attribute
Memory Capacity
Model A B C D
Weight: 40%

Graphics Capacity
Weight: 31%

Size and Weight

Weight: 20%

Price
Weight: 10%

8 7 10 5

9 7 4 3

6 7 3 8

9 7 2 5

Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5)
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= = = =

8.0 7.0 6.0 8.0

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Steps between Evaluation of Alternatives and Purchase Decision

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Purchase Decision
Noncompensatory Models
Choice Heuristics: Conjective Lexicographic Elimination-by-aspect
Brand Dealer

Purchase subdecisions

Quantity Timing

Payment method
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Postpurchase Behavior
Postpurchase Satisfaction
Satisfied Dissatisfied

Delighted

Loyal Stay or Go

Defect
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Postpurchase Actions
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How Customers Use or Dispose of Products

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Moderating Effects
Low-involvement

Variety seeking

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Behavioral Decision Theory

Decision Framing

Decision Heuristics

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