Chapter 4 001100101010110100010 Consumer Markets and Consumer Buying Behavior
4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 Chapter 4 Consumer Markets and Consumer Buying Behavior
Consumer Buying Behavior 001100101010110 Consumer Buying Behavior refers to the buying behavior of final consumers individuals households who buy goods and services for personal consumption. All these consumers make up the consumer market. The central question for marketers is: -"How do consumers respond to various marketing efforts the company might use?
4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 Consumer Buying Behavior • Consumer Buying Behavior refers to the buying behavior of final consumers - individuals & households who buy goods and services for personal consumption. • All these consumers make up the consumer market. • The central question for marketers is: – “How do consumers respond to various marketing efforts the company might use?
Model of Buyer Behavior 00110元 Marketing and Buyer's Black Box Buyer Responses Other Stimuli Marketing Buyer Characteristics Product Choice Product Buyer Decision Process Brand Choice Price Dealer Choice Place Promotion Other Purchase Timing Economic Purchase Amount Technological Political Cultural
4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 一、Model of Buyer Behavior Marketing and 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
Characteristics Affecting Consumer Behavior 00110 Cultural Social Personal Reference Age and Culture life-cycle logica groups Occupation Motivation Sub- Economic Perception Buyer culture Family situation Learning Lifestyle Beliefs and Roles Personality attitudes Social and and class status self-concept
4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 二、Characteristics Affecting Consumer Behavior Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psychological Motivation Perception Learning Beliefs and attitudes Buyer Culture Subculture Social class Cultural
(一)Cultural Factors 001100101010110100 Culture is the Most Basic Cause of a Person's Wants and Behavior. Subculture oGroup of people with shared value systems based on common life experiences ·Hispanic Consumers o African American Consumers o Asian American Consumers ·Mature Consumers
4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 （一） Cultural Factors Subculture • Group of people with shared value systems based on common life experiences. • Hispanic Consumers • African American Consumers • Asian American Consumers • Mature Consumers Culture is the Most Basic Cause of a Person's Wants and Behavior