06 《分析消费者市场和购买行为》Analyzing Consumer Markets and Buyer Behavior.pptVIP

Chapter 6 Analyzing Consumer Markets and Buyer Behavior Objectives Determine how cultural, social, personal, and psychological factors influence consumer buying behavior. Describe how the consumer makes a purchasing decision. Consumer Behavior The field of Consumer Behavior: “studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.” How and Why Consumers Buy Buying behavior is influenced by: Cultural factors Social factors Personal factors Psychological factors How and Why Consumers Buy Infl