Chapter 2: Consumer Behavior & the Marketing Manager

1. Chapter 2: Consumer Behavior & the Marketing Manager Consumer BehaviorJohn C. MowenMichael S. Minor

2. Application Areas of Consumer Behavior: PERMS • Environmental Analysis • Market Research • Segmentation of the Marketplace • Product Positioning and Product Differentiation • Marketing-Mix Development

3. Product Positioning . . . . . . Adalah bagaimana mempengaruhi persepsi konsumen tentang karakteristik merk terhadap penawaran produk pesaing • Tujuannya adalah menciptakan produk spesifik yang mempunyai image yang jelas terhadap produk pesaing

4. Environmental Analysis . . . . . . is the assessment of the external forces that act upon the firm and its customers, and that create threats and opportunities

5. The Natural Environment . . . . . . includes the types of raw materials available, pollution, consumer fear of contracting deadly diseases, the expansion of desert regions around the globe, and various weather phenomena, such as hurricanes or drought

6. Demographic Economic Natural Technological Political Cultural Components of the External Environment

7. The Economic Environment • Set of factors involving monetary, natural, and human resources that influence firms/consumers. • Behavioral economics: study of economic decisions made by individual consumers and the behavioral determinants of those decisions. • 3 Major Contributions of Behavioral Economists: • Originated and documented the idea that the consumer sector of the economy can strongly influence the course of the aggregate economy • Investigated what factors influence the decision of families to buy or save • Developed a methodology for making predictions of economic activities based upon consumer surveys

8. The Technological Environment Goal is to anticipate what changes in the technological environment will occur and how these will influence the lifestyle and consumption patterns of consumers

9. MARKET RESEARCH . . . . . . is applied consumer research designed to provide management with information on factors that impact consumers’ acquisition, consumption, and disposition of goods, services, and ideas

10. Product Promotion Pricing Distribution Marketing-Mix Development . . . . involves the development and coordination of activities involving the:

11. Promotional Strategy • Advertising • Personal Selling • Sales Promotion Applications • Public Relations

12. Price Changes • Predicting the likely impact of price changes on consumers is an important consumer behavior area. • How will consumers react when companies raise or lower the price of a product? • Principles of perception can be applied to analyze if consumers will notice a difference in price and if so, what effect it has

13. Product Distribution . . . . . . will be impacted by understanding how consumers make their purchasing decisions. **Example: low involvement decision (e.g., purchase soft drink), must use extensive distribution.

14. Market Segmentation . . . . . . involves subdividing the market place into distinct subsets of customers having similar needs and wants, each of which can be reached with a different marketing mix

15. Four Classifications of Segmentation Variables: • Characteristics of the Person • Nature of the Situation in Which the Product or Service May Be Purchased • Geography • Culture and Subculture Adopted by the Consumer

16. Characteristics of the Person • Demographic Characteristics • Behavioral Segmentation:price elasticity, benefits sought, usage rate, brand loyalty • Benefit Segmentation • Psychographic and Personality Characteristics

17. Demographics is . . . . . . the study of population changes and subcultural values of various demographic groups based on such factors as age, sex, income, education, ethnicity, and geography. Examples of demographic variables: age, sex, income, ethnicity, nationality, household size, marital status, religion, education, occupation,

18. Consumer Situations . . . . . . consist of the temporary environmental factors that form the context within which a consumer activity occurs at a particular time and place Types of situations: social, physical, task definition, time.

19. Geographic Segmentation • Can include region, size of cities and counties, census blocks, population density, and climate • Geodemographics is the combination of geography and demographics

20. Culture and Subculture • Culture is the way of life of the people of a society • Subculture is a subdivision of a national culture and is based on some unifying characteristic, such as social status or nationality

21. Segmenting Industrial Markets • Different segmenting variables are used to classify companies into segments including the North American Industry Classification System NAICS). Developed as part of NAFTA in 1997. 20--2-digit codes.

22. Solving Managerial Problems . . . . . is a three-step process: • Gather information and identify the problem/opportunity • Identify the relevant consumer behavior concepts and how they apply to the problem • Develop a managerial strategy by identifying the managerial implications of each consumer concept.