CH06Analyzing-Consumer-Markets(市场营销-科特勒-英文版).pptVIP

MARKETINGMANAGEMENT

12thedition6AnalyzingConsumerMarkets Kotler Keller1

ChapterQuestionsHowdoconsumercharacteristicsinfluencebuyingbehavior?Whatmajorpsychologicalprocessesinfluenceconsumerresponsestothemarketingprogram?Howdoconsumersmakepurchasingdecisions?Howdomarketersanalyzeconsumerdecisionmaking?2

WhatInfluencesConsumerBehavior?CulturalfactorsSocialfactorsPersonalfactors3

CultureThefundamentaldeterminantofaperson’swantsandbehaviorsacquiredthroughsocializationprocesseswithfamilyandotherkeyinstitutions.4

SubculturesNationalitiesReligionsRacialgroupsGeographicregionsSpecialinterests5

FastFactsAboutAmericanCultureTheaverageAmericanchews300sticksofgumayeargoestothemovies9timesayeartakes4tripsperyearattendsasportingevent7timeseachyear6

SocialClassesUpperuppersLoweruppersUppermiddlesMiddleclassWorkingclassUpperlowersLowerlowers7

CharacteristicsofSocialClassesWithinaclass,peopletendtobehavealike.Socialclassconveysperceptionsofinferiororsuperiorposition.Classmaybeindicatedbyaclusterofvariables(occupation,income,wealth).Classdesignationismobileovertime.8

SocialFactorsReferencegroupsSocialrolesStatusesFamily9

ReferenceGroupsMembershipPrimarySecondaryAspirationalDissociative10

FamilyFamilyofOrientationReligionPoliticsEconomicsFamilyofProcreationEverydaybuyingbehavior11

PersonalFactorsAgeLifecyclestageOccupationWealthPersonalityValuesLifestyleSelf-concept12

BrandPersonalitySincerityExcitementCompetenceSophisticationRuggedness13

KeyPsychologicalProcessesMotivationPerceptionLearningMemory14

MotivationFreud’stheoryMaslow’shierarchyofneedsHerzberg’stwo-factortheory15

PerceptionSelectiveattentionSelectiveretentionSelectivedistortionSubliminalperception16

Figure6.4ConsumerBuyingProcessProblemrecognitionInformationsearchEvaluationPurchasedecisionPostpurchasebehavior17

SourcesofInformationPersonalCommercialPublicE