Kotler06 im DOC

Title	Kotler06 im
Author	Fatima Farooq
Pages	1
File Size	472 KB
File Type	DOC
Total Downloads	18
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Summary

Chapter 6: Analyzing Consumer Markets CHAPTER 6 ANALYZING CONSUMER MARKETS LEARNING OBJECTIVES After reading this chapter, students should:  Know how consumer characteristics influence buying decisions  Know what major psychological processes influence consumer responses to the marketing program ...

Description

LEARNING OBJECTIVES After reading this chapter, students should: Know how consumer characteristics influence buying decisions Know what major psychological processes influence consumer responses to the marketing program Know how consumers make purchasing decisions Know how marketers analyze consumer decision-making CHAPTER SUMMARY Consumer behavior is influenced by three factors: cultural (culture, subculture, and social class); social (reference groups, family, and social roles and statuses); and personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and self-concept). Research into all these factors can provide marketers with clues to reach and serve consumers more effectively. Four main psychological processes affect consumer behavior: motivation, perception, learning and memory. To understand how consumers actually make buying decisions, marketers must identify who makes and has input into the buying decision; people can be initiators, influencers, deciders, buyers, or users. Different marketing campaigns might be targeted to each type of person. The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The marketer's job is to understand behavior at each stage. The attitudes of others, unanticipated situational factors, and perceived risk may all affect the decision to buy, as will consumers' levels of post-purchase satisfaction and post-purchase actions on the part of the company. OPENING THOUGHT This chapter perhaps might be the most difficult one for some students to grasp as it delves into psychological thinking and theory. It can be however, an interesting one for class discussions as it opens up and fosters student participation (as consumers). This is a good chapter for such discussions on how students buy, what they buy, how they buy, and so forth. 237 C H A P T E R 6 ANALYZING CONSUMER MARKETS...