Marketing Management

Sixteenth Edition

Chapter 3
Analyzing Consumer
Markets

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Learning Objectives
3.1 Identify the key factors that influence consumer
behavior.
3.2 Explain the role cultural, social, and personal factors
play in consumer behavior.
3.3 Explain how consumers’ needs, emotions, and memory
influence their behavior.
3.4 Illustrate the key stages of the buying decision process.

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What Is Consumer Behavior?
• Consumer behavior
– The study of how individuals, groups, and
organizations select, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy their needs
and wants

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Figure 3.1 Model of Consumer Behavior

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What Influences Consumer Behavior? (1 of 3)
• Cultural factors
– Culture
– Subcultures
– Social classes

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What Influences Consumer Behavior? (2 of 3)
• Social factors
– Reference groups include all the groups that have a
direct or indirect effect on a person’s beliefs,
decisions, and behavior
– Family

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Reference Groups
• Primary group is family
• Aspirational groups
• Dissociative groups
• Opinion leader or influencer offers informal advice or
information about a specific product or product category

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Family
• Family of orientation v s family of procreation
ersu

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What Influences Consumer Behavior? (3 of 3)
• Personal factors
– Age/stage in life cycle
– Occupation and
economic
circumstances
– Personality and self-
concept
– Lifestyle and values

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Consumer Psychology
• Consumer motivation
• Perception
• Learning
• Memory

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Consumer Motivation (1 of 2)
• Consumer needs
– Basic human requirements
▪ Biological
▪ Psychological
– Wants
– Demands

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Figure 3.2 Maslow’s Hierarchy of Needs

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Consumer Motivation (2 of 2)
• Consumer motivation
– A need becomes a
motive when it is
aroused to a sufficient
level of intensity to
drive us to act

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Perception (1 of 3)
• Perception
– The process by which we select, organize, and
interpret information inputs to create a meaningful
picture of the world

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Perception (2 of 3)
• Selective attention
– Marketers must work hard to attract the notice of
consumers
– Subliminal perception

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Perception (3 of 3)
• Selective distortion
– Tendency to interpret information in a way that fits our
preconceptions

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Emotions
• Emotions
– Leverage emotional appeal

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Memory (1 of 3)
• Memory models
– Short-term memory—a temporary and limited
repository of information
– Long-term memory—a more permanent, essentially
unlimited repository
▪ Episodic memory
▪ Semantic memory
▪ Procedural memory

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Memory (2 of 3)
• Associative network memory model
– Brand associations—all brand-related thoughts,
feelings, perceptions, images, experiences, beliefs,
attitudes that become linked to the brand node

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Memory (3 of 3)
• Memory processes
– Memory encoding—how and where information gets
into memory
– Memory retrieval—the way information gets out of
memory

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The Buying Decision Process (1 of 6)
• The consumer typically passes through five stages
– Problem recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Postpurchase behavior

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Figure 3.3 Five-Stage Model of the
Consumer Buying Process

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The Buying Decision Process (2 of 6)
• Problem recognition
– The buyer recognizes a problem/need triggered by
internal/external stimuli

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The Buying Decision Process (3 of 6)
• Information search
– Personal sources
– Commercial sources
– Public sources
– Experiential sources
• Search Dynamics

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Figure 3.4 Successive Sets Involved In
Consumer Decision Making

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The Buying Decision Process (4 of 6)
• Evaluation of alternatives
– Beliefs and attitudes
– Information processing
– Expectancy-value model

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Table 3.1 Laptop Computer Choice Set

Attribute Attribute
Laptop Memory Graphics Attribute Size
Computer Capacity Capability and Weight Attribute Price
A 8 9 6 9

B 7 7 7 7

C 10 4 3 2

D 5 3 8 5

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The Buying Decision Process (5 of 6)
• Purchase decision
– Decision heuristics—rules of thumb
– Level of consumer involvement
▪ Elaboration likelihood model
– Intervening factors

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Figure 3.5 Steps between Evaluation of
Alternatives and a Purchase Decision

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Intervening Factors
• Types of perceived risk
– Functional risk
– Physical risk
– Time risk
– Financial risk
– Psychological risk
– Social risk

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The Buying Decision Process (6 of 6)
• Postpurchase behavior
– Postpurchase
satisfaction
– Postpurchase actions
– Postpurchase uses
and disposal

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Discussion Questions (1 of 2)
• Think back to the commercial breaks in last year’s Super
Bowl.
– How do they appeal to emotions?
– Why are marketers using this tactic?
– How do the appeals reflect the current sentiment of
audiences?

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Discussion Questions (2 of 2)
• If you’ve taken a flight recently, you may have received
an email from the airline asking about your onboard
experience.
– What is the value to companies of understanding
consumer behavior following a purchase.
– How has technology facilitated marketers’
understanding postpurchase behavior?

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