This chapter discusses how cultural, social, and personal factors influence consumer behavior and buying decisions. It covers key topics like socioeconomic classifications in India, psychological processes, consumer decision making models, and sources of information. The chapter questions ask how consumer characteristics and marketing programs impact buying behavior, and how marketers analyze the consumer decision process.

1. Marketing Management, 12/e
A South Asian Perspective
6
Analyzing
Consumer Markets
Kotler Koshy
Keller Jha

2. 6-2
Chapter Questions
 How do consumer characteristics influence
buying behavior?
 What major psychological processes
influence consumer responses to the
marketing program?
 How do consumers make purchasing
decisions?
 How do marketers analyze consumer
decision making?

3. 6-3
What Influences Consumer Behavior?
 Cultural factors
 Social factors
 Personal factors

4. 6-4
Culture
The fundamental determinant of
a person’s wants and behaviors
acquired through socialization
processes with family
and other key institutions.

5. 6-5
Subcultures
 Nationalities
 Religions
 Racial groups
 Geographic regions
 Special interests

6. 6-6
Socioeconomic Classification (SEC)
Matrix—India (Urban)

7. 6-7
SEC Matrix—India (Rural)

8. 6-8
Socioeconomic Class-wise
Distribution of Households (%)

9. 6-9
Indian Households by Income Groups

10. 6-10
Age Distribution of Population—India

11. 6-11
Characteristics of Social Classes
 Within a class, people tend to behave alike.
 Social class conveys perceptions of inferior or
superior position.
 Class may be indicated by a cluster of variables
(occupation, income, wealth, and education).
 Class designation is mobile over time.

12. 6-12
Social Factors
Reference
groups
Social
roles
Statuses
Family

13. 6-13
Reference Groups
 Membership
 Primary
 Secondary
 Aspirational
 Dissociative

14. 6-14
Family
 Family of orientation
Religion
Politics
Economics
 Family of procreation
Everyday buying behavior

15. 6-15
Personal Factors
 Age
 Life cycle stage
 Occupation
 Wealth
 Personality
 Values
 Lifestyle
 Self-concept

16. 6-16
Brand Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

17. 6-17
Key Psychological Processes
 Motivation
 Perception
 Learning
 Memory

18. 6-18
Motivation
 Freud’s theory
 Maslow’s hierarchy of needs
 Herzberg’s two-factor theory

19. 6-19
Perception
 Selective attention
 Selective retention
 Selective distortion
 Subliminal perception

20. 6-20
Figure 6.4 Consumer Buying Process
 Problem recognition
 Information search
 Evaluation
 Purchase decision
 Postpurchase behavior

21. 6-21
Sources of Information
 Personal
 Commercial
 Public
 Experiential

22. 6-22
Non-compensatory Models of Choice
 Conjunctive
 Lexicographic
 Elimination-by-aspects

23. 6-23
Perceived Risk
 Functional
 Physical
 Financial
 Social
 Psychological
 Time

24. 6-24
Other Theories of
Consumer Decision Making
Involvement
 Elaboration
likelihood model
 Low-involvement
marketing
strategies
 Variety-seeking
buying behavior
Decision Heuristics
 Availability
 Representativeness
 Anchoring and
adjustment

25. 6-25
Mental Accounting
 Consumers tend to…
Segregate gains
Integrate losses
Integrate smaller losses with larger gains
Segregate small gains from large losses