Phillip

Kevin Lane

Kotler Keller
Marketing Management 14e

p
a
Ch

r
e
t

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?
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 3 of 31

ef
D

d
ne

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.

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 4 of 31

Consumer Behavior
Personal
Factors

Cultural
Factors

Social Factors

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Slide 5 of 31

Cultural Factors
Social
Class

Culture

Subcultu
re

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Slide 6 of 31

Average U.S. Outlays IN

2007
38.5%

4.8%

15.5
%

11.4
%

4.2%

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

8.5%

3.3%

6.1
%

2.1
%

Slide 7 of 31

Social Factors
Reference
Groups

Family

Role and
Status
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Slide 8 of 31

Personal Factors
Personality

Age

Life Cycle
Stage
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Slide 9 of 31

Personal Factors
Occupation

Value
s

Lifestyle
Economic
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Slide 10 of 31

g
i
F

e
r
u

1
.
6

Psychological Factors

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Slide 11 of 31

Motivation
Freud
Maslow

Herzberg
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Slide 12 of 31

g
i
F

e
r
u

2
.
6

Maslows Hierarchy of
Needs

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Slide 13 of 31

Perception
Selective Attention

Selective
Retention

Subliminal
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Selective
Slide 14 of 31

Learning
Drive
r
Cues

Discriminati
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Slide 15 of 31

Emotions

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Slide 16 of 31

Memory
Memory
Processes

Encoding
Retreival

Associati
on
Associati
on
Associati
on

Brand Associations
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Mental
Maps

Associati
on

Associati
on

Bran
d
Slide 17 of 31

g
i
F

e
r
u

3
.
6

Hypothetical State Farm

Mental Map

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Slide 18 of 31

g
i
F

e
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u

4
.
6

The Buying Decision

Process

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Slide 19 of 31

Buying Decision Process

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Slide 20 of 31

Problem Recognition
Im
Hungry

Stimulus
Internal
External
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Slide 21 of 31

Information Search
Commerci
al

Personal
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Public

Experient
Slide 22 of 31

g
i
F

e
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u

5
.
6

Successive Sets
Involved in Consumer
Decision Making

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Slide 23 of 31

Evaluation of Alternatives
Belie
fs

Attitudes
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Slide 24 of 31

Expectancy-Value Model
Attribute
Memory
Capacity

Graphics
Capacity

Size and
Weight

Model

Weight: 40%

Weight: 31%

Weight: 20%

Weight:
10%

10

Price

Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) =

8.0
Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) =
7.0
Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) =
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
6.0

Slide 25 of 31

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6
.
6

Steps between Evaluation

of Alternatives and
Purchase Decision

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Slide 26 of 31

Purchase Decision

Noncompensatory Mod

Choice Heuristics:
Conjective
Lexicographic
Elimination-byaspect

Brand
Deale
r
Purchase
Quantit
subdecisio
y
ns
Timin
g
Payment
method
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Inc. Publishing as Prentice Hall

Slide 27 of 31

Postpurchase Behavior
Postpurchase Satisfaction

Delighted

Satisfed
Dissatisfed

Loyal
Stay or
Go
Defect
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Postpurchase Actio
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u

7
.
6

How Customers
Use or Dispose of
Products

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Slide 29 of 31

Moderating Effects
Low-involvement

Variety seekin

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Slide 30 of 31

Behavioral Decision Theory

Decision Framing

Decision Heuristics

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Slide 31 of 31