Analyzing Consumer Markets: Marketing Management

6
Analyzing
Consumer Markets
Marketing Management
A South Asian Perspective, 13th ed
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?
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Tata Steel used

steeljunction to
encourage
consumers to go
steel shopping and
to develop deeper
understanding of
individual and
household
customers.
What Influences
Consumer Behavior?
Cultural
Cultural Factors
Factors
Social
Social Factors
Factors
Personal
Personal Factors
Factors
What is Culture?
Culture is the fundamental determinant
of a persons wants and behaviors
acquired through socialization
processes with family and other key
institutions.
Subcultures
Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
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
Social Factors
Reference
groups
Family
Social
roles
Statuses
Reference Groups
Membership
Membership groups
groups
Primary
Primary groups
groups
Secondary
Secondary groups
groups
Aspirational
Aspirational groups
groups
Dissociative
Dissociative groups
groups
Provogue uses teenage icons as brand

ambassadors and a youth targeted
website to connect to its customers
Radio Shack Targets Women with

Female Store Managers
Roles and Status

What degree of status is
associated with various
occupational roles?
Personal Factors
Age
Selfconcept
Life cycle
stage
Lifestyle
Occupation
Values
Wealth
Personality
The Family Life Cycle
Brand Personality
Sincerity
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
Faysal Bank of
Pakistan has
extended
banking hours
for time-pressed
executives.
Table 6.2 LOHAS (Lifestyles of Health

and Sustainability) Market Segments
Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
Figure 6.1
Model of Consumer Behavior
Key Psychological Processes
Motivation
Perception
Learning
Memory
Motivation
Freuds
Theory
Maslows
Hierarchy
of Needs
Herzbergs
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
the lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
Maslows Hierarchy of Needs
Herzbergs Two-Factor Theory
Perception
Selective Attention
Selective Retention
Selective Distortion
Subliminal Perception
Figure 6.3 State Farm Mental Map
Figure 6.4 Consumer Buying Process

Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
Problem Recognition
Sources of Information
Personal
Commercial
Public
Experiential
Figure 6.5 Successive Sets Involved in

Consumer Decision Making
Table 6.8 Sales and Product

Life Cycle
Figure 6.6 Stages between Evaluation

of Alternatives and Purchase
Non-Compensatory Models of Choice

Conjunctive
Lexicographic
Elimination-by-aspects
Perceived Risk
Functional
Functional
Physical
Physical
Financial
Financial
Social
Social
Psychological
Psychological
Time
Time
Figure 6.7 How Customers Use and

Dispose of Products
Rural Consumer Behaviour

Rural consumers are more brand loyal
Restrictions on consumption
Collective consumption behaviour: for
family rather than individual
Seasonality of consumption based on
seasonality of agricultural
production/income
Specific patterns in the five-stage
buying decision process
Other Theories of
Consumer Decision Making
Involvement
Elaboration
Likelihood Model
Low-involvement
marketing
strategies
Variety-seeking
buying behavior
Decision Heuristics
Availability
Representativeness
Anchoring and
adjustment
Mental Accounting
Consumers tend to
Segregate gains
Integrate losses
Integrate smaller losses with larger
gains
Segregate small gains from large losses
Marketing Debate
Is target marketing ever bad?
Take a position:
1. Targeting minorities is exploitive.
or
2. Targeting minorities is a sound
business practice.
Marketing Discussion
Do you have rules you employ in

spending money?
Do you follow Thalers four principles
in reacting to gains and losses?

Analyzing Consumer Markets: Marketing Management

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6

Tata Steel used

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Characteristics of Social Classes

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Provogue uses teenage icons as brand

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Radio Shack Targets Women with

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Roles and Status

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

The Family Life Cycle

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Table 6.2 LOHAS (Lifestyles of Health

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Key Psychological Processes

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Maslows Hierarchy of Needs

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Herzbergs Two-Factor Theory

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Figure 6.3 State Farm Mental Map

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Figure 6.4 Consumer Buying Process

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Figure 6.5 Successive Sets Involved in

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Table 6.8 Sales and Product

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Figure 6.6 Stages between Evaluation

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Non-Compensatory Models of Choice

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Figure 6.7 How Customers Use and

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Rural Consumer Behaviour

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Do you have rules you employ in

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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