Principles of Marketing 3一1 Session 3 Consumer Buying Behavior Text:Chapter 5 對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 3－1 Consumer Buying Behavior 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 對计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 3－2 Outline I. Factors Affecting Consumer Behavior II. Types of Buying Decision Behavior III. The Buyer Decision Process IV. The Buyer Decision Process for New Products
Model of Consumer Behavior 3-3 Marketing and Other Stimuli Buyer's Black Box Buyer's Response 雒對酒价置昌大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 3－3 Marketing and Other Stimuli Model of Consumer Behavior Buyer’s Black Box Buyer’s Response
Factors Influencing Consumer Behavior Cultural Social Culture Family 3-4 *Subculture Reference groups Social Class ◇Roles&status Psychological ◇Motivation Consumer Buyers'responses Perception .Product service Learning (memory) category selection ◇Beliefs&attitudes BUYER DECISION PROCESS .Brand selection Reseller selection ◇Personality& self-concept Experiences urchase timing Lifestyle repurchase intervals .Purchase amount Personal Age lifecycle stage ◇Occupation Marketing programs Environmental influences ◇Education Marketing objectives Economic Economic situation Marketing strategy Technological Marketing mix ◇Political 對计至（竹置多土孝 国际商学院市场营销学系 15 University of Intemational Business and Economics
国际商学院 市场营销学系 3－4 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 •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 Lifestyle Experiences Factors Influencing Consumer Behavior
1.Factors Affecting Consumer Behavior 滋 封至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business and Economic
I. Factors Affecting Consumer Behavior 国际商学院 市场营销学系