Содержание
- 2. Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four
- 3. Case Study Harley Davidson Building Success Understanding the customers’ emotions and motivation Determining the factors of
- 4. Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households
- 5. Stimulus-Response Model of Consumer Behavior Stimuli 4P’s Other characteristics economic technological political cultural Buyer Response Product
- 6. Characteristics Affecting Consumer Behavior Culture Forms a person’s wants and behavior Subculture Groups with shared value
- 7. Characteristics Affecting Consumer Behavior Groups Membership Reference Aspirational Opinion Leaders Buzz marketing Family Many influencers Roles
- 8. Characteristics Affecting Consumer Behavior Age and life cycle Occupation Economic situation Lifestyle Activities, interests and opinions
- 9. Brand Personality Dimensions Characteristics Affecting Consumer Behavior Sincerity Ruggedness Excitement Competence Sophistication Goal 2: Know the
- 10. Characteristics Affecting Consumer Behavior Motivation Perception Learning Beliefs and attitudes Cultural Social Personal Psychological Key Factors
- 11. Psychological Factors Motivation A motive is a need that is sufficiently pressing to direct the person
- 12. Psychological Factors Perception Perception is the process by which people select, organize, and interpret information Perception
- 13. Psychological Factors Learning Learning describes changes in an individual’s behavior arising from experience Learning occurs through:
- 14. Psychological Factors Beliefs and Attitudes Belief a descriptive thought about a brand or service may be
- 15. Types of Buying Decision Behavior Complex Highly involved, significant brand differences Example – computer Dissonance-reducing Highly
- 16. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Needs
- 17. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Consumers
- 18. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Evaluation
- 19. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Two
- 20. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Satisfaction
- 21. Buyer Decision Process for New Products New Products Good, service or idea that is perceived by
- 22. Stages in the Adoption Process Buyer Decision Process for New Products Awareness Evaluation Interest Trial Adoption
- 23. Buyer Decision Process for New Products Individual Differences in Innovativeness Consumers can be classified into five
- 24. Product Characteristics Buyer Decision Process for New Products Relative Advantage Compatibility Complexity Divisibility Communicability Goal 4:
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