8/10/2019 Analysing Consumer Market KOTLER

1/24

MARKETING MANAGEMENT

12thedition

6

Analyzing

Consumer Markets

Kotler Keller

8/10/2019 Analysing Consumer Market KOTLER

2/24

6-2

Chapter Questions How do consumer characteristics in!uence

"u#in$ "eha%ior&

'hat ma(or ps#cho!o$ica! processesin!uence consumer responses to the

mar)etin$ pro$ram&

How do consumers ma)e purchasin$

decisions&

How do mar)eters ana!#*e consumer

decision ma)in$&

8/10/2019 Analysing Consumer Market KOTLER

3/24

Mode! o +u#er +eha%ior

T24

Marketingstimuli

ProductPricePlacePromotion

Otherstimuli

EconomicTechnologicalPolitical

Cultural

Buyers decisions

Product choiceBrand choiceealer choice

Purchase timingPurchase amount

Buyerscharacteristics

Cultural!ocialPersonal

Psychological

Buyers decision"rocess

Pro#lem recognition$n%ormation searchE&aluation

ecisionPost"urchase

#eha&ior

'ig( 6()*

8/10/2019 Analysing Consumer Market KOTLER

4/24

6-,

'hat In!uences Consumer +eha%ior&

Cu!tura! actors

ocia! actors

.ersona! actors

8/10/2019 Analysing Consumer Market KOTLER

5/24

6-/

Cu!ture

The undamenta! determinant oa person0s wants and "eha%iors

ac1uired throu$h socia!i*ation

processes with ami!#

and other )e# institutions

8/10/2019 Analysing Consumer Market KOTLER

6/24

6-6

u"cu!tures

Nationa!ities

Re!i$ions

Racia! $roups

Geo$raphic re$ions

pecia! interests

8/10/2019 Analysing Consumer Market KOTLER

7/24

6-3

ocia! C!asses

4pper uppers

5ower uppers4pper midd!es

Midd!e c!ass

'or)in$ c!ass

4pper !owers

5ower !owers

8/10/2019 Analysing Consumer Market KOTLER

8/24

6-

Characteristics o ocia! C!asses

'ithin a c!ass7 peop!e tend to "eha%ea!i)e

ocia! c!ass con%e#s perceptions oinerior or superior position

C!ass ma# "e indicated "# a c!uster o

%aria"!es 8occupation7 income7 wea!th9 C!ass desi$nation is mo"i!e o%er time

8/10/2019 Analysing Consumer Market KOTLER

9/24

6-:

ocia! ;actors

Reerence

$roups

ocia!

ro!estatuses

;ami!#

8/10/2019 Analysing Consumer Market KOTLER

10/24

6-

8/10/2019 Analysing Consumer Market KOTLER

11/24

6-

8/10/2019 Analysing Consumer Market KOTLER

12/24

6-

8/10/2019 Analysing Consumer Market KOTLER

13/24

8/10/2019 Analysing Consumer Market KOTLER

14/24

6-

8/10/2019 Analysing Consumer Market KOTLER

15/24

6-

8/10/2019 Analysing Consumer Market KOTLER

16/24

6-

8/10/2019 Analysing Consumer Market KOTLER

17/24

;i%e-ta$e Consumer +u#er

>ecision .rocess

T26

Pro#lemPro#lemrecognitionrecognition

$n%ormation$n%ormationsearchsearch

E&aluation o%E&aluation o%alternati&esalternati&es

PurchasePurchasedecisiondecision

Post"urchasePost"urchase#eha&ior#eha&ior

8/10/2019 Analysing Consumer Market KOTLER

18/24

6-

8/10/2019 Analysing Consumer Market KOTLER

19/24

6-

8/10/2019 Analysing Consumer Market KOTLER

20/24

6-2=

Non-compensator# Mode!s o Choice

Con(uncti%e Minimum cuto

5eBico$raphic percei%ed most importantattri"ute

E!imination-"#-aspects Attri"ute se!ected

pro"a"i!istica!!#

8/10/2019 Analysing Consumer Market KOTLER

21/24

6-2