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Analyzing Consumer Markets
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible Questions 1.How do consumer characteristics influence buying behavior? 2.What major psychological processes influence consumer responses to the marketing program? 3.How do consumers make purchasing decisions? 4.In what ways do consumers stray from a deliberative, rational decision process?
Defined Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 3 of 31 The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants. Consumer Behavior
Cultural Factors Social Factors Personal Factors
Cultural Factors Culture Subculture Social Class
Social Factors Reference Groups Family Role and Status
Personal Factors Age Life Cycle Stage Personality
Personal Factors Values Occupation Lifestyle Economic situation
Motivation Freud Maslow Herzberg
Maslow’s Hierarchy of Needs
Perception Selective Distortion Selective Retention Selective Attention Subliminal Perception
Learning Driver Cues Discrimination
Memory Brand Associations Mental Maps Memory Processes Encoding Retreival Brand Association
The Buying Decision Process
Buying Decision Process
Problem Recognition Stimulus Internal External “I’m Hungry”
Information Search Personal Commercial Public Experiential
Successive Sets Involved in Consumer Decision Making
Evaluation of Alternatives Attitudes Beliefs
Steps between Evaluation of Alternatives and Purchase Decision
Postpurchase Behavior Postpurchase Satisfaction Postpurchase Actions Defect Loyal Dissatisfied Satisfied Delighted Stay or Go
How Customers Use or Dispose of Products
Behavioral Decision Theory Decision Heuristics Decision Framing
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 6 Chapter 6 Analyzing Consumer Markets and.
Analyzing Consumer Markets Marketing Management, 13 th ed 6.
Analyzing Consumer Markets
Applied Marketing Strategies
Copyright © 2005 Pearson Education Inc. Consumer Markets and Consumer Buyer Behaviour Chapter 7 PowerPoint slides Express version Instructor name Course.
Copyright © 2011 Pearson Education. Consumer Buying Behaviour Philip Kotler & Gary Armstrong.
6 Analyzing Consumer Markets
Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.
Marketing Management • 14e
1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological.
6 Analyzing Consumer Markets 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 6-2 What Influences Consumer Behavior? Cultural Factors.
1 ENT4310 Business Economics and Marketing Consumer Behavior Arild Aspelund IØT, NTNU.
Chapter 6 Consumer Markets and Consumer Buying Behavior
Consumer Markets and Consumer Buyer Behaviour
BUS7450 Strategic Marketing Management
A FRAMEWORK for MARKETING MANAGEMENT
Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal.
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