Kotler Keller 06 Wright State University科特勒基底06莱特州立大学.pptVIP

Analyzing Consumer Markets Chapter Questions How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? How do marketers analyze consumer decision making? What Influences Consumer Behavior? Cultural factors Social factors Personal factors What is Culture? Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions. Subcultures Nationalities Religions Racial groups Geo