Principles of Marketing 3-1 Session 3 Consumer Buying Behavior Text:Chapter 5 制卧经价蜀易大考 国际商学院市场营销学系
Consumer Buying Consumer Buying Behavior Behavior 3 － 1 3 － 1 Principles of Marketing Principles of Marketing Session 3 Text: Chapter 5
Outline 3-2 I.Factors Affecting Consumer Behavior II.Types of Buying Decision Behavior III.The Buyer Decision Process IV.The Buyer Decision Process for New Products 制卧经价蜀易大考 国际商学院市场营销学系
Outline Outline I. Factors Affecting Consumer I. Factors Affecting Consumer Behavior Behavior II. Types of Buying Decision II. Types of Buying Decision Behavior Behavior III. The Buyer Decision Process III. The Buyer Decision Process IV. The Buyer Decision Process IV. The Buyer Decision Process for New Products for New Products 3－2 3－2
Model of Consumer Behavior 3-3 Marketing and Other Stimuli Buyer's Black Box Buyer's Response 制计价蜀易大孝 国际商学院市场营销学系
Marketing and Other Stimuli Marketing and Other Stimuli 3－3 Model of Consumer Behavior Model of Consumer Behavior 3－3 Buyer’s Black Box Buyer’s Response
Factors Influencing Consumer Behavior Cultural Social .Culture .Family Subculture .Reference groups .Social Class .Roles status Psychological -Motivation Consumer Buyers'responses .Product service .Perception Learning(memory） category selection BUYER DECISION PROCESS .Brand selection .Beliefs attitudes eseller selection .Personality self-concept Experiences urchase timing Lifestyle repurchase intervals .Purchase amount Personal .Age lifecycle stage Environmental influences .Occupation Marketing programs .Marketing objectives .Economic .Education .Economic situation .Marketing strategy .Technological .Marketing mix Political 制所价蜀易大学 国际商学院市场营销学系
Cultural •Culture •Subculture •Social Class Social •Family •Reference groups •Roles & status Psychological •Motivation •Perception •Learning (memory) •Beliefs & attitudes •Personality & self-concept Personal •Age & lifecycle stage •Occupation •Education •Economic situation Buyers’ responses responses •Product service & category selection •Brand selection •Reseller selection •Purchase timing & repurchase intervals •Purchase amount Marketing programs •Marketing objectives •Marketing strategy •Marketing mix Environmental influences •Economic •Technological •Political Consumer BUYER DECISION PROCESS BUYER DECISION PROCESS Lifestyle Experiences Experiences 3－4 Factors Influencing Consumer Behavior 3－4
Maslow's Hierarchy of Needs 3-5 Self Actualization Self-Esteem Belongingness Safety Physiological 制卧经价蜀易大考 国际商学院市场营销学系
Self-Esteem Belongingness Safety Physiological Self Actualization 3－5 3－5 Maslow’ s Hierarchy of Needs