Chapter6 Consumer And Business Buyer Behavior R
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Resources: Marketing an Introduction / Gary Armstrong, Philip Kotler Consumer Markets and Consumer Buyer Behavior
Transcript of Chapter6 Consumer And Business Buyer Behavior R
Resources:
Marketing an Introduction / Gary Armstrong, Philip Kotler
Consumer Markets and Consumer Buyer Behavior
Consumer Buying Behavior
Consumer Buying Behavior refers to the buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption.
Model of Consumer Behavior
Marketing and other stimuli
EconomicTechnologicalPoliticalCultural
ProductPricePlacePromotion Buyer’s black box
Buying DecisionProcess
BuyerCharacteristics
Buyer’s responses
Product ChoiceBrand ChoiceDealer choicePurchase timingPurchase amount
Characteristics Affecting Consumer Behavior
Cultural
Culture
Subculture
Social Class
Cultural
Culture
Subculture
Social Class
Social
Reference groups
Family
Role and status
Social
Reference groups
Family
Role and status
Personal
Age and lifeCycle stageOccupationEconomic Situation
Personality andSelf-concept
Personal
Age and lifeCycle stageOccupationEconomic Situation
Personality andSelf-concept
Psychological
MotivationPerceptionLearning
Beliefs and Attitudes
Psychological
MotivationPerceptionLearning
Beliefs and Attitudes
Maslow’s Theory of Motivation
The Buyer Decision Process
Need Recognition
Information Search
Evaluation andAlternatives
PurchaseDecision
Post purchase Behavior
The Buyer Decision Process for New Products
Per
cen
tag
e o
f A
do
pte
rs
Time of AdoptionEarly Late
Inn
ova
tors
Early Adopters
Early Majority
2.5%
13.5%
34% 34%
16%
Laggards
Late Majority
