Chapter Six Analyzing Consumer Markets

By: Mary Danielle A. Najos Ateneo Graduate School of Business

May 22, 2010

Outline:• Influences of Buying Behaviour

1: Different Factors2: Key Psychological Processes3: The Buying Decision Process

• Current Landscape Examples• Summary

FACTORS that influence Consumer Buying Behaviour

Cultural Factors and Social Factors

• Social classes• Influences from different

environment

FACTORS that influence Consumer Buying Behaviour

Social Factors and Personal Factors

• Three most important influences of a person; His Family, His Religion and His Friends.

FACTORS that influence Consumer Buying BehaviourBrand Personality, a specific mix of human traits

that one can attribute to a particular brand.

• Marketers look at brand personality to target – LIFESTYLE and CORE VALUES

FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESMotivation: A need becomes a motive when is aroused to a

sufficient level of intensity to drive one to act.

FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESPerception: SELECT. ORGANIZE. INTERPRET.

FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESLearning: Behaviour arising from experience.

FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESMemory: Brand Associations, brand related thoughts, feelings,

perceptions, images, experiences.

THE BUYING DECISION PROCESS: The Five Stage ModelAt which stage a consumer spends more time?

Current Landscape

Which is your priority? WHY?

IN SUMMARY:

cfltaskforce.treasury.gov.au/.../06Chapter2.asp

Thank You!