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CONSUMER BEHAVIOR CHAPTER 2

CONSUMER BEHAVIOR CHAPTER 2. Marketing and Other Stimuli. Product Price Place Promotion. Economic Technological Political Cultural. Buyer’s Black Box ”what” & “how”. Buyer characteristics affecting consumer behavior. Buyer’s decision process. Buyer’s Response.

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CONSUMER BEHAVIOR CHAPTER 2

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  1. CONSUMER BEHAVIORCHAPTER 2

  2. Marketing and Other Stimuli ProductPricePlacePromotion EconomicTechnologicalPoliticalCultural Buyer’s Black Box ”what” & “how” Buyer characteristics affecting consumer behavior Buyer’s decision process Buyer’s Response Purchase timingPurchase quantity Product choiceBrand choiceDealer choice

  3. Stimulus Response Model • Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses. • Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses.

  4. Model of Buyer Behavior Marketing& other stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount

  5. Characteristics Affecting Consumer Behavior

  6. Culture Sub- culture Social class Cultural Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- logical Motivation Perception Learning Beliefs and attitudes Buyer

  7. Cultural • Social • Personal • Psychological

  8. 1. Cultural

  9. Cultural a. Culture b. Sub-Culture c. Social Class

  10. a. Culture Set of values norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.

  11. b. Subculture A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.

  12. c. Social Class A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.

  13. 2. Social

  14. Social a. Reference Groups b. Family c. Role & Status

  15. a. Reference Group

  16. Reference Group A group in society that influences an individual’s purchasing behavior.

  17. Implications of Reference Groups

  18. They serve as information sources and influence perceptions • They affect an individual’s aspiration levels • Their norms either constrain or stimulate consumer behavior

  19. Opinion Leaders An individual who influences the opinion of others.

  20. b. Family

  21. Initiators • Influencers • Decision-Makers • Purchasers • Consumers Purchase Roles in the Family Children Influence Purchase Decisions

  22. c. Roles and Status

  23. Enough for today. . .

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