1. Analyzing
Consumer Markets
Tonet Viray
April 27, 2012

2. Outline:
CHAPTER QUESTIONS
1. HOW DO CONSUMER CHARACTERISTICS
INFLUENCE BUYING BEHAVIOR?
2. WHAT PSYCHOLOGICAL PROCESSES
INFLUENCE CONSUMER RESPONSES TO THE
MARKETING PROGRAM?
3. HOW DO CONSUMER MAKE PURCHASING
DECISIONS?
4. HOW DO MARKETERS ANALYZE CONSUME
DECISION MAKING

3. 1. What influences
Consumer Behavior?
A) Cultural Facotrs
B) Social Factors
C) Personal Factors

4. A. Subcultures
A.1 NATIONALITIES
A.2 RELIGIONS
A.3 RACIAL GROUPS
A.4 GEOGRAPHIC REGIONS

5. B. Social Factors
B.1 Reference groups
B.2 Family
B.3 Social
B.4 STATUS

6. B.1 REFERENCE GROUPS
1 MEMBERSHIP GROUPS
2 PRIMARY GROUP
3 SECONDARY GROUPS
4 ASPIRATIONAL
5 DISSOCIATIVE

7. C. PERSONAL FACTORS
AGE
SELF CONCEPT LIFE CYCLE
STAGE
LIFESTYLE OCCUPATION
VALUE PERSONALITY WEALTH

8. BRAND PERSONALITY
1. SINCERITY
2. EXCITEMENT
3. COMPETENCE
4. SOPHISTICATION
5. RUGGEDNESS

9. MODEL OF CONSUMER BEHAVIOR
CONSUMER PURCHASE
PSCYHOLOGY DECISION
MARKETING
STIMULI BUYING
AND OTHER DECISION
STIMULI PROCESS
CONSUMER
CHARACTERISTICS

10. KEY PSYCHOLOGICAL
PROCESSES
MOTIVATION PERCEPTION
LEARNING MEMORY

11. MOTIVATION
FREUD’S THEORY
SUBCONSCIOUS MOTIVATIONS

12. MOTIVATION
MASLOW’S HIERARCHY OF NEEDS

13. MOTIVATION
HERZBERG’S TWO FACTOR THEORY
MOTIVATOR HYGIENE
FACTORS

14. PERCEPTION
SELECTIVE ATTENTION
SELECTIVE RETENTION
SELECTIVE DISTORTION
SUBLIMINAL PERCEPTION

15. CONSUMER BUYING
PROCESS
PROBLEM RECOGNITION
INFORMATION SEARCH
EVALUATION
PURCHASE DECISION
POSTPURCHASE BEHAVIOR

16. SUCCESSIVE SETS INVOLVED IN
CONSUMER DECISION MAKING
TOTAL SET
AWARENESS SET
CONSIDERATION SET
CHOICE SET
DECISION