Handout6a_Consumer Behavior_2021F.pdf - Lecture Topic 6...

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Lecture Topic 6Consumer BehaviorCh.5MKTG 2501Lecturer: Dr. Yin Mei NG
Model of Consumer BehaviorEnvironmentalStimuliBuyerResponsesBuyer’sBlack Box
Model of Consumer BehaviorEnvironmentalStimulusMarketingStimuli• Product• Price• Place• PromotionEnvironmentalForces• Economic• Technological• Political• CulturalBuyerResponses• Buyingattitude andpreference• Purchasebehavior:what, when,where, andhow much thebuyer buys• BrandengagementsandrelationshipsBUYER’S BLACKBOXBuyer’sdecisionprocessBuyer’scharacteristics
Consumer Decision Process
Your Recent Purchase andYour Purchase Decision ProcessDiscussion:Tell us one of your recent purchases.Recall how you went through the purchase decisionprocess.
Discussion:

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