AnalyzingConsumerMarketsandBuyingBehavior幻灯片.pptVIP

?2000 Prentice Hall Objectives Influences on Buying Behavior Buyer Decision Making Simple Response Model Stimulus Organism Response Model of Buying Behavior Buyer’s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Other stimuli Economic Technological Political Cultural Buyer’s characteristics Cultural Social Personal Psychological Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Marketing stimuli Product Price Place Promotion Culture Cultural Factors Subculture Social Class Buyer Social Factors Reference Groups Roles Statuses Family Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation Economic Circumstances Personality Self-Concept Psychological Factors Perception Learning Beliefs Attitudes Motivation Total Set Decision Making Sets Aware- ness Set Consid- eration Set Choice Set Decision Steps Between Evaluation of Alternatives and a Purchase Decision Evaluation of alternatives Purchase decision Unanticipated situational factors Attitude of others Purchase intention How Customers Use orDispose of Products Product Get rid of it temporarily Get rid of it permanently Keep it Loan it Rent it Store it Convert to new purpose Use for original purpose Give it away Trade it Sell it Throw it away Direct to consumer To intermediary Through middleman To be used To be (re)sold Review Influences on Buying Behavior Buyer Decision Making Objectives How Business Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational Buyers Business Buyer Decision Making Institutional Government Buying Business vs. Consumer Markets Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated Derived demand Inelastic demand Fluctuating demand Business vs. Consumer Markets Professional purchasing Several buying influences Mul