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    MM-II Dr. Lokesh Jindal 2

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    MM-II Dr. Lokesh Jindal 2

    Uploaded by

    kiranmohan
    24 views27 pages

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    Copyright:

    Attribution Non-Commercial (BY-NC)
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    24 views27 pages

    MM-II Dr. Lokesh Jindal 2

    Uploaded by

    kiranmohan

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 27

    MARKETING MANAGEMENT II

    By

    DR. LOKESH JINDAL


    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?
    Tata Steel used
    steeljunction® to
    encourage
    consumers to go
    steel shopping and
    to develop deeper
    understanding of
    individual and
    household
    customers.
    What Influences
    Consumer Behavior?

    Cultural
    Cultural Factors
    Factors

    Social
    Social Factors
    Factors

    Personal
    Personal Factors
    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
    Nationalities

    Religions
    Religions

    Geographic
    Geographic regions
    regions
    Social Classes

    SEC A

    SEC B

    SEC C
    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
    Family
    groups

    Social
    Statuses
    roles
    Reference Groups

    Membership
    Membership groups
    groups

    -- Primary
    Primary groups
    groups

    -- Secondary
    Secondary groups
    groups

    Aspirational
    Aspirational groups
    groups

    Dissociative
    Dissociative groups
    groups
    Provogue uses teenage icons as brand
    ambassadors and a youth targeted
    website to connect to its customers
    Roles and Status

    What degree of status is


    associated with various
    occupational roles?
    Personal Factors

    Age
    Self- Life cycle
    concept stage

    Lifestyle Occupation

    Values Wealth
    Personality
    The Family Life Cycle
    Figure 6.1
    Model of Consumer Behavior
    Key Psychological Processes

    Motivation Perception

    Learning Memory
    Motivation

    Maslow’s Herzberg’s
    Hierarchy Two-Factor
    of Needs Theory

    Behavior Behavior is
    is driven by guided by
    the lowest, motivating
    unmet need and hygiene
    factors
    Maslow’s Hierarchy of Needs
    Herzberg’s Two-Factor Theory
    Perception

    Selective Attention

    Selective Distortion

    Selective Retention

    Subliminal Perception
    Figure 6.4 Consumer Buying Process

    Problem Recognition

    Information Search

    Evaluation

    Purchase Decision

    Postpurchase
    Behavior
    Figure 6.5 Successive Sets Involved in
    Consumer Decision Making
    Perceived Risk
    Functional
    Functional

    Physical
    Physical

    Financial
    Financial

    Social
    Social

    Psychological
    Psychological

    Time
    Time
    Figure 6.7 How Customers Use and
    Dispose of Products
    Rural Consumer Behaviour

    • Rural consumers are more brand loyal


    • Restrictions on consumption
    • Collective consumption behaviour: for
    family rather than individual
    • Seasonality of consumption based on
    seasonality of agricultural
    production/income
    • Specific patterns in the five-stage
    buying decision process
    Marketing Debate

     Is target marketing ever bad?

    Take a position:
    1. Targeting minorities is exploitive.
    or
    2. Targeting minorities is a sound
    business practice.
    Marketing Discussion

     Do you have rules you employ in


    spending money?
     Do you follow Thaler’s four principles
    in reacting to gains and losses?

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