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7/27/2019 MARKMA Chapter6 Final
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Chapter 6:
Analyzing
ConsumerMarkets
CafedyllicAlabadoCruz
Dadivas
Del Castillo
Genio
Peralta
Viola
Alabado
CruzDadivas
Del Castillo
Genio
PeraltaViola
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1. WHAT IS CONSUMER
BEHAVIOR?
Study
Decision making processes
Buyers
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2. WHAT ARE THE 3 FACTORS
THAT INFLUENCES CONSUMERBEHAVIOR?CULTURAL FACTORS
SOCIAL FACTORS
PERSONAL FACTORS
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A. WHAT ARE CULTURAL
FACTORS?
Culture determinant of a persons want& behavior
Subcultures cultures within a culture
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SOCIAL FACTORS
Reference groups
Family
Social roles
Social statuses
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WHAT IS DIRECT INFLUENCE?
INDIRECT INFLUENCE?
Direct
Face-to-face
Membership groups
Hints, requests and demands
Indirect
Secondary groups
Initiative
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B. WHAT ARE PERSONAL
FACTORS?
Age
Stage in the life cycle
Occupation
Economic circumstance
Personality
Self-concept
Lifestyle
Values
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Occupational groups Products &
services
Economic Circumstances:
Spendable income
Savings & assets
Debts
Borrowing power
Attitude towards borrowing &spending
OCCUPATION AND
ECONOMIC CIRCUMSTANCE
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Personality
Distinguishing human psychological traitsthat lead to relatively consistent and
enduring responses to environmentalstimuli
Described as traits (self-confidence,sociability, adaptability)
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Brand Personality
Specific mix of human traits that we canattribute to a particular brand
Sincerity Excitement
Competence
Sophistication
RuggednessMarketers look at brand personality to get
lifestyle and core values
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Lifestyle
Persons pattern of living as expressed inactivities, interests, and opinions
Sees the person interacting with his/herenvironment
Influences
Multi-tasking
Time-starved
Money-constrained
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Lifestyles of Health and
Sustainability
Sustainable economy
Healthy lifestyles
Ecological lifestyles
Alternative health care
Personal development
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Core Values
Belief systems that underlie attitudes andbehavior
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Freuds Theory of Human
Motivation Psychological forces
shaping peoples behaviorare largely unconscious, andthat a person cannot fully
understand his or her ownmotivations
We cannot bear to knowcertain things aboutourselves. Therefore, we donot (consciously) knowthem. Yet what resides in theunconscious profoundlyaffects our behavior andexperience, even thoughwe do not know we arebeing affected.
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Maslows Theory of Human
Motivation Common sense approach
Human needs are arrangedin hierarchy from most toleast pressing
When one need is fulfilled aperson seeks to fulifill thenext one, and so on
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Herzbergs Theory of Human
Motivation Two-factor theory
Dissatisfiers: factors that
cause dissatisfaction their presence is not enough
motivation but only preventsdissatisfaction
Satisfiers: factors that causesatisfaction
They create positive and alonger lasting effect onpeople
they make people happybecause they serve man'sbasic needs forpsychological growth
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PERCEPTION
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to attract consumers
Notice
SELECTIVE ATTENTION
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SELECTIVE ATTENTION
stimuli
Need Anticipate
Deviations are large
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SELECTIVE DISTORTION Preconception
Prior brand and product beliefs and expectations
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SELECTIVE RETENTION
Good point on productswe like
Forget good points
about competingproducts
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SUBLIMINAL PERCEPTION
Engagement and thought
Covert, subliminal messages
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The Buying Decision Process:
The Five-Stage Model Five stage model of the consumer buying process.
Informationsearch
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
ProblemRecognition
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Triggered by a stimuli
Internal Stimuli
Persons normal needs
External Stimuli
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
http://www.google.com.ph/url?sa=i&source=images&cd=&cad=rja&docid=FMU6gIfdnFg0wM&tbnid=frCmpiLzWMajIM:&ved=0CAgQjRwwADgO&url=http://www.mnn.com/health/fitness-well-being/stories/why-am-i-always-thirsty&ei=Y_woUq-6KYeYkQXj-4DgDg&psig=AFQjCNHwZBM5uNn43dGEB7ki2PvsvcoX0A&ust=13785041637194897/27/2019 MARKMA Chapter6 Final
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Search States
Heightened Attention: person becomes receptive to
information Active Information Search: looking for articles, asking
friends, etc.
Information Sources
Personal: family, friends, etc.
Commercial: Ads, Web sites, sales people, etc.
Public: Mass media, Rating firms
Experiential: Using the product
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
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Search Dynamics
Market partitioning: identifying hierarchy
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
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Belief: firmly held opinion about something
Attitude: evaluation, feelings, action towards something
Expectancy-Value Model: consumers evaluate products andservices by combining brand beliefs (positive and negative)
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
Attribute
Fried Chicken Tastiness Crispiness Price
Chickenjoy 9 8 10
Chicken Mcdo 6 9 8
KFC 10 5 7
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Redesign the product: real repositioning
Alter beliefs about the brand: psychological repositioning
Alter beliefs about competitors brands: competitive
depositioning
Alter the importance weights
Call attention to neglected attributes
Shift the buyers ideals
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
Chickenjoy = 0.5 (9) + 0.3 (8) + 0.2(10) = 8.9
Chicken Mcdo = 0.5 (6) + 0.3 (9) + 0.2(8) = 7.3
KFC = 0.5 (10) + 0.3 (5) + 0.2(7) = 7.9
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Non Compensatory Models of Consumer Choice
Heuristics: mental shortcuts
Evaluate product based on single attribute 3 Choices:
1. Conjunctive Heuristic: consumer sets a minimum acceptablelevel for each attribute and chooses the first alternative thatmeets the minimum
2. Lexicographic Heuristic: consumer chooses best brand basedon most important attribute
3. Elimination-by-aspects Heuristic: consumer chooses based onprobability of selected attribute where attribute is positivelyrelated to its importance
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
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Steps Between Evaluation of Alternatives and Purchase Decision Intervening Factors
Attitudes of others Other peoples negative attitude Our own motivation to comply
Unanticipated Situational Factors
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
Evaluation of
alternatives
Purchaseintentions
Attitudesof others
Un anticipatedSituational
factors
Purchase
decisions
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Post PurchaseSatisfaction
Disappointed; satisfied;delighted
Post Purchase Actions
More like to buy theproduct again if satisfied
Can spread good thingsabout the brand
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
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Post Purchase Uses and Disposals
Information
Search
EvaluationOf
Alternatives
PurchaseDecisions
PostPurchaseDecisions
Problem
Recognition
Product
Get Rid of ittemporarily
Get Rid of itpermanently
Keep it
Rent it
Lend it
Use it toserve
original
purpose
convert it toserve a new
purpose
Store it
Give it
away
Trade it
Throw it
Sell it
To be(resoled)
To be used
Direct toconsumer
Throughmiddleman
Tointermediary
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References Kotler and Keller
http://kmcpsych101.blogspot.com/2009/11/t
heories-of-motivation-freud-rogers.html http://www.uxmatters.com/mt/archives/2009
/07/laddering-a-research-interview-
technique-for-uncovering-core-values.php
http://kalyan-city.blogspot.com/2010/06/frederick-
herzberg-two-factor-theory.html
http://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://kalyan-city.blogspot.com/2010/06/frederick-herzberg-two-factor-theory.htmlhttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview-technique-for-uncovering-core-values.phphttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlhttp://kmcpsych101.blogspot.com/2009/11/theories-of-motivation-freud-rogers.htmlRecommended