市场营销Chap06 Consumer Behavior.pptVIP

Principles of Marketing Chapter VI Consumer Markets Consumer Buyer Behavior Predictability of Human Behavior Types of Buying Behavior What is Consumer Buying Behavior? Buying Behavior is the decision processes and acts of people involved in buying and using products. What? When? Where? How? Why Do We Study Consumer Behavior? Because no longer can we take the customer/ consumer for granted. Buyers reactions greatly affect a firm’s success. Marketing Mix (MM) should satisfy customers. Marketers can better predict how consumers will respond to marketing strategies. Model of Consumer Behav