It is the slide representing The Kotlers MM Buk....

1. MARKETING MANAGEMENT 12 th edition 6 Analyzing Consumer Markets Kotler Keller

3. Emerging Trends in Consumer Behavior Metrosexual – Straight urban man who enjoys shopping and using grooming products

4. What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors

5. Culture The fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions

6. Subcultures Nationalities Religions Racial groups Geographic regions Special interests

7. Insight into the subculture of wine enthusiasts

9. Social Classes Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers

11. Social Factors Reference groups Social roles Statuses Family

12. Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups

14. Targeting Women and Their Families

15. Roles and Statuses What degree of status is associated with various occupational roles?

16. Personal Factors Age Values Life cycle stage Occupation Personality Self- concept Wealth Lifestyle

18. Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

19. Lifestyle Influences Multi-tasking Time-starved Money-constrained

20. Figure 6.1 Model of Consumer Behavior

21. Key Psychological Processes Motivation Memory Learning Perception

22. Motivation Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors

23. Maslow’s Hierarchy of Needs

24. Herzberg’s Two-Factor Theory

25. Perception Selective Attention Subliminal Perception Selective Retention Selective Distortion

26. Figure 6.3 Dole Mental Map

27. Encoding Brand Associations

28. Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior

29. Problem Recognition

30. Sources of Information Personal Experiential Public Commercial

31. Figure 6.5 Successive Sets

32. Evaluation of Attributes Table 6.3

33. Figure 6.6 Stages between Evaluation of Alternatives and Purchase

35. Perceived Risk Functional Physical Financial Social Psychological Time

36. Figure 6.7 How Customers Use and Dispose of Products