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Marketing Management Module Chapter 6
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Analyzing Consumer Markets With activities included.
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Marketing Management Page 1 of 13Connecting with Customers
Topic: Analyzing Consumer Markets
Welcome Notes:
WELCOME BSBA STUDENTS!!!
Get ready to be challenge…
Learn something new every day by adapting the
‘New Normal’
I. INTRODUCTION:
In this module we will explores individual consumer buying dynamics. Adopting a holistic marketing
orientation means understanding customers — gaining a 360-degree view of both their daily lives and the
changes that occur during their lifetimes so the right products are always marketed to the right customers in
the right way.
II. OBJECTIVES:
At the end of this module, you should be able to:
1. Discuss how do consumer characteristics influence buying behavior;
2. Discuss what major psychological processes influence consumer responses to the marketing
program;
3. Discuss how do consumers make purchasing decisions; and
4. Discuss in what ways do consumers stray from a deliberative, rational decision process?
III. PRELIMINARY ACTIVITIES:
Before you proceed to the main lesson, test yourself in this activity.
Retrieved from: https://marketoonist.com/2014/01/mind-of-the-consumer.html/ October 26, 2020
, Marketing Management Page 2 of 13
Connecting with Customers
Analyze the photo above. Base on the picture what do you think is the message being sent?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
GREAT!!!
You may now proceed to the main lesson.
IV. LESSON PROPER
Based on the preliminary activities, what did you notice about it?
_______________________________________________________
CONGRATULATIONS!
You may now proceed to the lesson.
Let’s Begin!
Analyzing Consumer Markets
Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and want.
Cultural factors
Culture – perceptions, values, preferences, and behaviors that are the most fundamental determinant of a
person’s wants, needs and behavior.
Subculture – nationalities, religions, racial groups, and geographic regions.
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