1. 6
Analyzing
Consumer Markets
Marketing Management, 13th ed

2. 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?
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3. What Influences
Consumer Behavior?
• Cultural factors
• Social factors
• Personal factors
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4. What is Culture?
Culture is the fundamental determinant
of a person’s wants and behaviors
acquired through socialization
processes with family and other key
institutions.
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5. Subcultures
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Nationalities
Religions
Racial groups
Geographic regions
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6. Fast Facts About
American Culture
• The average American:
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chews 300 sticks of gum a year
goes to the movies 9 times a year
takes 4 trips per year
attends a sporting event 7 times each year
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

7. Social Classes
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Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
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8. 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

9. Social Factors
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Reference groups
Family
Social roles
Statuses
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10. Reference Groups
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Membership groups
Primary groups
Secondary groups
Aspirational groups
Disassociative groups
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11. Family Distinctions
Affecting Buying Decisions
• Family of Orientation
• Family of Procreation
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12. Personal Factors
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Age
Life cycle stage
Occupation
Wealth
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Personality
Values
Lifestyle
Self-concept
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13. Brand Personality
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Sincerity
Excitement
Competence
Sophistication
Ruggedness
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14. Lifestyle Influences
• Multi-tasking
• Time-starved
• Money-constrained
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

15. Table 6.2 LOHAS (Lifestyles of Health
and Sustainability) Market Segments
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Sustainable Economy
Healthy Lifestyles
Ecological Lifestyles
Alternative Health Care
Personal Development
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16. Key Psychological Processes
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Motivation
Perception
Learning
Memory
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17. Motivation
Freud’s
Theory
Maslow’s
Hierarchy
of Needs
Herzberg’s
Two-Factor
Theory
Behavior
is guided by
subconscious
motivations
Behavior
is driven by
lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

18. Maslow’s Hierarchy of Needs
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Physiological needs
Safety needs
Social needs
Esteem needs
Self-actualization needs
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19. Perception
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Selective attention
Selective retention
Selective distortion
Subliminal perception
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20. Figure 6.4 Consumer Buying Process
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Problem recognition
Information search
Evaluation
Purchase decision
Postpurchase behavior
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21. Sources of Information
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Personal
Commercial
Public
Experiential
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22. Non-Compensatory Models of Choice
• Conjunctive
• Lexicographic
• Elimination-by-aspects
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23. Perceived Risk
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Functional
Physical
Financial
Social
Psychological
Time
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

24. 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

25. Mental Accounting
• Consumers tend to…
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Segregate gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall