e视人苦 Topic 5 Analyzing Consumer Markets 2008-3-24
2008-3-24 1 Analyzing Consumer Markets Topic 5
e视人苦 LEARNING OBJECTIVES After completing this topic, you should know Know how consumer characteristics influence buying decisions Know what major psychological processes influence consumer responses to the marketing program Know how consumers make purchasing decisions Know how marketers analyze consumer decision- making 2008-3-24
2008-3-24 2 LEARNING OBJECTIVES • After completing this topic, you should know: – Know how consumer characteristics influence buying decisions – Know what major psychological processes influence consumer responses to the marketing program – Know how consumers make purchasing decisions – Know how marketers analyze consumer decisionmaking
e视人苦 A Conceptual Framework for Buyer Behavior External Consumer Consumer Influences Decision Characteristics Process Decisions 2008-3-24
2008-3-24 3 A Conceptual Framework for Buyer Behavior External Influences Consumer Characteristics Consumer Decision Process Decisions
e视人苦 What influences consumer behavior? Cultural factors · Social factors · Personal factors Psychological factors 2008-3-24
2008-3-24 4 What influences consumer behavior? • Cultural factors • Social factors • Personal factors • Psychological factors
e视人苦 Cultural Factors Culture Subculture Social class Buyer 2008-3-24
2008-3-24 5 • Cultural Factors Culture Subculture Social Class Buyer Buyer