Consumer Behavior Introduction - College of Business #171; UNT消费者行为的介绍-商业学院# UNT的171；.pptVIP

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2018-04-17 发布于江西
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Consumer Behavior Introduction - College of Business #171; UNT消费者行为的介绍-商业学院# UNT的171；.ppt

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ConsumerBehaviorIntroduction-CollegeofBusinessamp;#171;UNT消费者行为的介绍-商业学院#UNT的171；.ppt

Consumer Behavior: Introduction Definitions/Frameworks General issues about consumer Industrial buying behavior Definitions Buying Behavior: The decision processes and actions of people involved in buying and using products. Consumer Buying Behavior: The buying behavior of ultimate consumers - those who actually purchase products for personal/household use. Organizational Buying Behavior: The purchase behavior of producers, re-sellers, government units and institutions. Consumer Behavior Process Cultural/Social Factors Culture Social Class Reference groups Family Personal Roles Status in the society. Situational Factors Physical and social surroundings (i.e. the actual environment within which a person lives. Timing (i.e. the propensity/opportunity to purchase). Type of purchase. Prior experience. Psychological Factors Self-concept. Motivations. Perceptions. Knowledge. Beliefs/Attitudes. Consumer Behavior Process Need recognition Information search Evaluate alternatives Purchase decision Post-purchase behavior. MARKETING Characteristics of Organizational Markets Fewer buyers Large purchases Supplier relationships Geographic concentration Derived demand Inelastic demand Fluctuating demand Professional purchasing Multiple influences Source: Kotler 1996 Buying Roles Consumer Purchases Initiator Influencer Decider Buyer User Industrial Purchases Initiator Influencer Specifier Approver Decider Buyer User Gatekeeper Influences on Organizational Buying Behavior Environmental Factors/Characteristics Level of demand; Economic outlook; PESTL environment; Competitive behaviors Organizational Factors/Characteristics Objectives/Goals; History; Policies; Procedures; Structure; Systems Interpersonal Factors/Characteristics Authority; Status; Empathy; Persuasiveness; Co-operation; Conflict; Power relationships Individual Factors/Characteristics Age; Income; Education; Position; Personality; Risk aversion. Organizational Buying Process Problem recognition Deter