营销学教学课件（英文版）pom12_media05.pptVIP

Consumer Markets and Consumer Buyer Behavior 5 Model of Consumer Behavior How do consumers respond to various marketing efforts the company might use? Model of Consumer Behavior Marketing stimuli consists of the four Ps Product Price Place Promotion Other stimuli include: Economic forces Technological forces Political forces Cultural forces Characteristics Affecting Consumer Behavior Cultural factors Buyer’s culture Buyer’s subculture Buyer’s social class Social factors Reference groups Family Roles and status Characteristics Affecting Consumer Behavior Personal factors Age and life-cycle stage Occupation Economic situation Lifestyle Personality and self-concept Psychological Factors Motivation Perception Learning Beliefs and attitudes Characteristics Affecting Consumer Behavior Factors Influencing Consumer Behavior Types of Buying Decision Behavior Complex Buying Behavior Complex buying behavior refers to when consumers are highly motivated in a purchase and perceive significant differences among brands Purchasers are highly motivated when: Product is expensive Product is risky Product is purchased infrequently Product is highly self-expressive Types of Buying Decision Behavior Dissonance-Reducing Buying Behavior Dissonance-reducing buying behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands Post purchase dissonance occurs when the consumer notices certain disadvantages of the product purchased or hears favorable things about a product not purchased Types of Buying Decision Behavior Habitual Buying Behavior Habitual buying behavior occurs when consumers have low involvement and there is little significant brand difference Types of Buying Decision Behavior Variety-Seeking Buying Behavior Variety seeking buying behavior occurs when consumers have low involvement and there are significant brand differences Types of Decision Behavior Four Ty