营销课件第五章.docVIP

CHAPTER 5 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR CONCEPT CONNECTIONS CHAPTER OVERVIEW 1. Define the consumer market and construct a simple model of consumer buyer behavior. 2. Name the four major factors that influence consumer buyer behavior. 3. List and understand the stages in the buyer decision process. 4. Describe the adoption and diffusion process for new products. This chapter explores the dynamics of consumer buying behavior and the consumer market. Markets (and those which they serve) have to be understood before marketing strategies can be developed. The consumer market buys goods and services for personal consumption. At present, the world consumer market consists of 6 billion people. As will be shown in the next chapter, the consumer market differs from the business market. With respect to the individuals in the consumer market, the behavior of the consumer is influenced by the buyer’s decision process. Buyer characteristics include four major factors: cultural, social, personal, and psychological. Each of these factors is explored in detail and relationships are drawn between them and their subparts and the consumption purchases made by consumers. Since many of these factors are deep and long-lasting in their effect, the marketing manager should pay special attention to acquiring information about them with respect to the organization’s target markets. Several examples are presented to illustrate how this might be done. After the chapter examines the influences that affect buyers, a discussion is presented that examines of how consumers make actual buying decisions. Decisions vary based on the degree of buyer involvement and the degree of differences among brands. A summary discussion is presented that outlines complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior. Special focus is directed towards a CHAPTER OVERVIEW (CONTINUED) simple model of buying behav