chapter 4 Buyer behavior（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

BASIC MARKETING Chapter Four Buyer behavior Learning Objectives After studying this chapter, you should be able to: Define the consumer market and construct a simple model of consumer buyer behavior Name the four major factors that influence consumer buyer behavior List and understand the major types of buying decision behavior and the stages in the buyer decision process Describe the adoption and diffusion process for new products Chapter Outline Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products Consumer Behavior Across International Borders Business buyer behavior Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption. Consumer market refers to all of the personal consumption of final consumers. Model of Consumer Behavior Model of Consumer Behavior Marketing stimuli Product Price Place Promotion Other stimuli Economic Technological Political Cultural Buyer’s black box Buyer’s Characteristics Buyer’s decision process Buyer’s response Product choice Brand choice Dealer choice Purchase timing Purchase amount Figure 4.1 model of buyer behavior Characteristics Affecting Consumer Behavior Cultural factors Culture Subculture Social class Psychological Factors Motivation Perception Learning Beliefs and attitudes Social factors Groups Family Roles and status Personal factors Age and life-cycle stage Occupation Economic situation Lifestyle Personality and self-concept Consumer purchases Culture is the learned values, perceptions, wants, and behavior from family and other important institutions. Characteristics Affecting Consumer Behavior Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations. Chinese Indians Malays Eurasians Characteristics Affecting Consumer Behavior 8 Social c