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Chapter 6 Analyzing Consumer Markets and Buying Behavior

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Presentation on theme: "Chapter 6 Analyzing Consumer Markets and Buying Behavior"— Presentation transcript:

1 Chapter 6 Analyzing Consumer Markets and Buying Behavior
Marketing Management Tenth Edition Philip Kotler

2 Objectives Influences on Buying Behavior Buyer Decision Making

3

4

5 Simple Response Model Stimulus Organism Response

6 Model of Buying Behavior
Marketing stimuli Product Price Place Promotion Other stimuli Economic Technological Political Cultural Buyer’s characteristics Cultural Social Personal Psychological Buyer’s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount

7 Cultural Factors Culture Subculture Social Class Buyer

8 Social Factors Reference Groups Family Roles & Statuses

9 Influences on Consumer Behavior
Personal Influences Influences on Consumer Behavior Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Personality & Self-Concept

10 Psychological Factors
Motivation Perception Beliefs & Attitudes Learning

11 Maslow’s Hierarchy of Needs
Self- actualization (self-development and realization) 5 Esteem needs (self-esteem, recognition) 4 Social needs (sense of belonging, love) 3 Safety needs (security, protection) 2 Psychological needs (food, water, shelter) 1

12 Four Types of Buying Behavior
Complex Buying Behavior Variety- Seeking Behavior High Involvement Low Involvement Significant differences between brands Few Dissonance- Reducing Buying Behavior Habitual Buying Behavior

13 Consumer Buying Process
Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

14 Decision Making Sets Total Set Aware- ness Consid- Set eration Set
Choice Set Decision

15 Steps Between Evaluation of Alternatives and a Purchase Decision
Unanticipated situational factors Attitude of others Purchase intention Purchase decision

16 How Customers Use or Dispose of Products
To be used (re)sold Give it away Trade it Sell it Throw it Loan it Rent it Get rid of it temporarily permanently Keep it Product Direct to consumer To intermediary Through middleman Store it Convert to new purpose Use for original

17 Review Influences on Buying Behavior Buyer Decision Making

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