人民大2026市场营销原理与实践英文版（第19版）课件ch-05-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter5ConsumerMarketsandBuyerBehaviorCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives5.1Definetheconsumermarketandconstructasimplemodelofconsumerbuyerbehavior.5.2Explorethefourmajorfactorsthatinfluenceconsumerbuyerbehavior.5.3Understandthestagesinthebuyerdecisionprocessandthemajortypesofbuyingdecisionbehavior.5.4Describetheadoptionanddiffusionprocessfornewproducts.

BeyondMeat:ChangingConsumerAttitudesandBehavior,OneBurgerataTimeChangingingrainedconsumerattitudesandbehaviorscanbedifficult.ButBeyondMeatisofftoagoodstartwithitsplant-basedmeatproducts.TheBeyondBurger“cookslikeabeefpatty.Itsizzles,itoozes.Andsizzle,weknow,iswhatsells.”davidebonaldo/Shutterstock

LearningObjective1Definetheconsumermarketandconstructasimplemodelofconsumerbuyerbehavior.

ConsumerMarketsandBuyerBehaviorConsumerbuyerbehavioristhebuyingbehavioroffinalconsumers—individualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption.Consumermarketsaremadeupofalltheindividualsandhouseholdsthatbuyoracquiregoodsandservicesforpersonalconsumption.

ModelofConsumerBehaviorFigure5.1AModelofBuyerBehavior

LearningObjective2Explorethefourmajorfactorsthatinfluenceconsumerbuyerbehavior.

CharacteristicsAffectingConsumerBehavior(1of16)Figure5.2FactorsInfluencingConsumerBehavior

CharacteristicsAffectingConsumerBehavior(2of16)CulturalFactorsCultureisthesetofbasicvalues,perceptions,wants,andbehaviorslearnedbyamemberofsocietyfromfamilyandotherimportantinstitutions.

CharacteristicsAffectingConsumerBehavior(3of16)CulturalFactorsSubculturesaregroupsofpeoplewithinaculturewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.MarketingtoHispanicAmericanconsumers:SelectMcDonald