markma chapter6 final

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


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=1378504163719489


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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


Problem

Recognition


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Search Dynamics

Market partitioning: identifying hierarchy

Information

Search

EvaluationOf

Alternatives

PurchaseDecisions


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


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


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


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


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


Problem

Recognition


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Post Purchase Uses and Disposals

Information

Search

EvaluationOf

Alternatives

PurchaseDecisions


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.html

markma chapter6 final

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