MM Chapter 6.ppt

IPE 4101:Industrial and Business Management
Lecture Series on Marketing Management
Course Instructor:
Md. Zahidul Islam
Lecturer, Department of IPE, RUET

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3
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?
 In what ways do consumers stray from a
deliberate rational decision process?

Consumer Behavior

What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors

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.

Subcultures
 Nationalities
 Religions
 Racial groups
 Geographic regions

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
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers

Social Factors
Reference groups
Family
Social roles
Statuses

Reference Groups
 Membership groups
 Primary groups
 Secondary groups
 Aspirational groups
 Disassociative groups

Family Distinctions
Affecting Buying Decisions

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

Age and Stage of Lifecycle

Occupation and Economic
Circumstances

Personality

Brand Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

Figure 6.1 Model of
Consumer Behavior

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

Maslow’s Hierarchy

Perception
 Selective attention
 Stimuli that relate to a current need
 Stimuli they anticipate
 Stimuli with large deviations
 Selective retention
 Tendency to interpret information in a way that will fit our preconceptions
 Consumers will often distort information to be consistent with prior brand and
product beliefs.
 Selective distortion
 We remember good points about a product we like
 And forget bad points
 Advantage of strong brands
 Subliminal perception
 Mental Processes include many subtle subconscious effects
 Hidden message conveyed through the advertisement
 These message affect the behavior of the

Learning
Learning
Drive
Cue
Generalization
Discrimination

Emotions
Emotions
Amusement
Disgust
Wonder

Memory
Memory
ShortTerm Memory(STM)
LongTerm Memory(LTM)
Memory Encoding
Memory Retrieval
Interference Effect
Time between exposure and encoding
Proper cues and memory triggers

Figure 6.3 State Farm Mental Map

Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Postpurchase Behavior

Sources of Information
Commercial
Personal
Public Experiential

Figure 6.5 Successive Sets in
Decision Making

Table 6.4 A Consumer’s Brand
Beliefs about Laptop Computers

Figure 6.6 Steps Between
Alternative Evaluation
and Purchase

MM Chapter 6.ppt

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