米c Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth Edition Philip Kotler
Objectives Influences on Buying Behavior Buyer Decision Making C2000 Prentice Hall
©2000 Prentice Hall Objectives Influences on Buying Behavior Buyer Decision Making
Simple Response Model StimulusOrganism-Response C2000 Prentice Hall
©2000 Prentice Hall Simple Response Model Stimulus Organism Response
Cultural Factors Culture Subculture Social class Buyer C2000 Prentice Hall
©2000 Prentice Hall Culture Cultural Factors Subculture Social Class Buyer
Social Factors Reference Groups Roles Family Statuses C2000 Prentice Hall
©2000 Prentice Hall Social Factors Reference Groups Roles & Statuses Family
Influences on Consumer Behavior Personal Influences ge and Family Life Lifestyle Cycle Stage on onomic Circumstanc Self-Concept C2000 Prentice Hall
©2000 Prentice Hall Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Personality & Self-Concept
Psychological Factors Motivation Beliefs Attitudes Perception Learning C2000 Prentice Hall
©2000 Prentice Hall Psychological Factors Perception Learning Beliefs & Attitudes Motivation
Four Types of Buying Behavior High LoW Involvement Involvement Significant Complex Variety differences Buying Seeking between brands Behavior Behavior Few Dissonance- Habitual differences between Reducing Buying Buying brands Behavior Behavior C2000 Prentice Hall
©2000 Prentice Hall Four Types of Buying Behavior Complex Buying Behavior DissonanceReducing Buying Behavior VarietySeeking Behavior Habitual Buying Behavior Significant differences between brands Few differences between brands High Involvement Low Involvement
Decision Making Sets Total Set Aware Consid- ness eration Set Choice Set Set Decision 墨 C2000 Prentice Hall
©2000 Prentice Hall Total Set Decision Making Sets Awareness Set Consideration Set Choice Set Decision