Analyzing Consumer Markets参考.ppt

MARKETING MANAGEMENT12th edition 6 Analyzing Consumer Markets 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? What Influences Consumer Behavior? Cultural factors Social factors Personal factors Culture Subcultures Nationalities Religions Racial groups Geographic regions Special interests Fast Facts About American Culture The average American 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 Social Classes 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 Membership Primary Secondary Aspirational Dissociative Family Family of Orientation Religion Politics Economics Family of Procreation Everyday buying behavior Personal Factors Age Life cycle stage Occupation Wealth Personality Values Lifestyle Self-concept Brand Personality Sincerity Excitement Competence Sophistication Ruggedness Key Psychological Processes Motivation Perception Learning Memory Motivation Freud’s theory Maslow’s hierarchy of needs Herzberg’s two-factor theory Perception Selective attention Selective retention Selective distortion Subliminal perception Figure 6.4 Consumer Buying Process Problem recognition Information search Evaluation Purchase decision Postpurchase behavior Sources of Information Personal Commercial Public Experiential Non-compensatory Models of Choice Conjunctive Lexicographic Elimination-by-aspects Perceived Risk Functional Physical Financial Social Psychological Time Other Theories of Consumer Decision Making Involvement Elaboration