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    Chapter 6

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    maryayume.kodu
    The document discusses analyzing consumer markets and behavior. It covers the key factors that influence consumer behavior including cultural, social, personal, and psychological factors. It then describes the consumer buying process and how consumers make purchase decisions. Finally, it discusses post-purchase behavior and factors like satisfaction that can impact it.

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    Chapter 6

    Uploaded by

    maryayume.kodu
    19 views15 pages
    The document discusses analyzing consumer markets and behavior. It covers the key factors that influence consumer behavior including cultural, social, personal, and psychological factors. It then describes the consumer buying process and how consumers make purchase decisions. Finally, it discusses post-purchase behavior and factors like satisfaction that can impact it.

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    The document discusses analyzing consumer markets and behavior. It covers the key factors that influence consumer behavior including cultural, social, personal, and psychological factors. It then describes the consumer buying process and how consumers make purchase decisions. Finally, it discusses post-purchase behavior and factors like satisfaction that can impact it.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    19 views15 pages

    Chapter 6

    Uploaded by

    maryayume.kodu
    The document discusses analyzing consumer markets and behavior. It covers the key factors that influence consumer behavior including cultural, social, personal, and psychological factors. It then describes the consumer buying process and how consumers make purchase decisions. Finally, it discusses post-purchase behavior and factors like satisfaction that can impact it.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 15

    6

    Analyzing
    Consumer Markets
    Analyzing Consumer Markets

    “The most
    important
    ingredient in the
    success of an
    organization is a
    satisfied customer”
    2
    Analyzing Consumer Markets

    • Consumer Behavior: Those acts of individuals directly


    involved in obtaining and using goods and services,
    including the decision processes.

    • How do consumers make buying decisions?

    3
    What Influences Consumer Behavior?

    Cultural
    Cultural Factors
    Factors

    Social
    Social Factors
    Factors

    Personal
    Personal Factors
    Factors

    Psychological
    Psychological Factors
    Factors
    4
    What Influences Consumer Behavior?

    Key Factors  Culture


     The meanings shared by (most)
    people in a society.
     Cultural  Subculture
     Social  Groups with shared value
    systems
     Personal
     Social Class
     Psychological  Society’s divisions who share
    values, interests and behaviors

    5
    Characteristics Affecting Consumer Behavior

    Key Factors  Reference Groups


     Membership Groups:
     Cultural  Primary Groups
     Secondary Groups
     Social
     Non-membership Groups:
     Personal
     Aspirational Groups
     Psychological  Dissociative Groups

    6
    Characteristics Affecting Consumer Behavior

    Key Factors  Age and life cycle


     Cultural
     Occupation and Economic
    situation
     Social
     Lifestyle and Values
     Personal
     Personality and self-
     Psychological concept

    7
    Personal Factors
     Family Life Cycle stages throughout which families
    pass as they mature over time.
     Stages in family life cycle:
    1. Bachelor stage
    2. Newly married couples, no children
    3. Full nest 1; youngest child under 6
    4. Full nest 2; youngest child 6 or over
    5. Full nest 3; older married couples with dependent children
    6. Empty nest; older married couples no children with them
    8. Solitary survivor

    8
    Characteristics Affecting Consumer Behavior

    Key Factors  Motivation


     Perception
     Cultural
     Learning
     Social
     Beliefs and attitudes
     Personal
     Psychological

    9
    Psychological Processes
     Maslow’s Theory

    Maslow’s
    Hierarchy
    of Needs

    10
    Consumer Buying Process

    Problem Recognition

    Information Search

    Evaluation

    Purchase Decision

    Postpurchase Behavior
    11
    Search Processes

    Adoption Process
    1. Awareness
    2. Interest
    3. Evaluation
    4. Trial
    5. Adoption

    12
    Evaluation of Alternatives

    1. Compensatory heuristics (Expectancy-Value model)


    2. Noncompensatory heuristics
    a) conjunctive (“and”)
    b) disjunctive (“or”
    c) lexicographic
    d) Elimination-by Aspects

    13
    Using Compensatory Heuristics:
    A Consumer’s Brand Beliefs about Computers

    Computer Attribute
    Memory Graphics Size and
    Capacity Capability Weight Price
    A 10 8 6 4

    B 8 9 8 3

    C 6 8 10 5

    D 4 3 7 8

    Importance weight x belief


    Computer A: .4(10) + .3(8) + .2(6) + .1(4) = 8.0

    14
    Postpurchase Behavior

     Postpurchase Behavior (cognitive


    dissonance?? What increases it? What
    does it lead to?)
     Postpurchase Satisfaction
    (expectations versus performance)
     Disappointed
     Satisfied
     Delighted

    15

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