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1、Chapter6AnalyzingConsumerMarketsandBuyingBehaviorMarketingManagementTenthEditionPhilipKotlerObjectivesInfluencesonBuyingBehaviorBuyerDecisionMakingSimpleResponseModelStimulusOrganismResponseModelofBuyingBehaviorBuyer’sdecisionprocessProblemrecognition
2、InformationsearchEvaluationDecisionPostpurchasebehaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’sdecisionsProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketing
3、stimuliProductPricePlacePromotionCultureCulturalFactorsSubcultureSocialClassBuyerSocialFactorsReferenceGroupsRoles&StatusesFamilyInfluencesonConsumerBehaviorPersonalInfluencesAgeandFamilyLifeCycleStageLifestyleOccupation&EconomicCircumstancesPersonali
4、ty&Self-ConceptPsychologicalFactorsPerceptionLearningBeliefs&AttitudesMotivationMaslow’sHierarchy ofNeedsPsychologicalneeds(food,water,shelter)1Safetyneeds(security,protection)2Socialneeds(senseofbelonging,love)3Esteemneeds(self-esteem,recognition)4Se
5、lf-actualization(self-developmentandrealization)5FourTypesofBuyingBehaviorComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementL
6、owInvolvementConsumerBuying ProcessProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehaviorTotalSetDecisionMakingSetsAware-nessSetConsid-erationSetChoiceSetDecisionStepsBetweenEvaluationofAlternativesandaPurchase
7、DecisionEvaluationofalternativesPurchasedecisionUnanticipatedsituationalfactorsAttitudeofothersPurchaseintentionHowCustomersUseor DisposeofProductsProductGetridofittemporarilyGetridofitpermanentlyKeepitLoanitRentitStoreitConverttonewpurposeUsefororigi
8、nalpurposeGiveitawayTradeitSellitThrowitawayDirecttoconsumerTointermediaryThroughmiddlemanTobeusedTobe(re)soldReviewInfluencesonBuyingBehaviorBuyerDecisionMaking
