ch4 - Buyer Behavior 4 BUSI 1004 Marketing Instructor QIU...

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Unformatted text preview: Buyer Behavior 4 BUSI 1004 Marketing Instructor: QIU Cheng 2 * Y o u r m a r k e t i n g p l a n s h o u l d b e t a r g e t i n g a t c o n s u m e r b u y e r . b Consumer buyer: individuals and households who buy goods and services for personal consumption. s Asia is regarded the most attractive consumer market with a population of 3.5 billion. ◘ e.g., Coca cola consumption annual growth rate 2001-2006 » US: -2.18% » Asia Pacific: 5.50% Buyer 3 • Stimuli in the environment • 4Ps Look inside buyer’s black box Look inside buyer’s black box Look inside buyer’s black box Look inside buyer’s black box Look inside buyer’s black box Look inside buyer’s black box Look inside buyer’s black box Look inside buyer’s black box Buyer characteristics Types of buying decision & Buyer decision process Buyer Behavior Cultural Factors s Subculture Social Factors s Group s Family s Social roles Personal Factors s Life stage s Lifestyle Psychological Factors s Motivation s Perception s Learning s Attitude Overview 4 Buyer Characteristics: Cultural b Culture are the set of basic values, perceptions, wants, preferences, and behaviors that are learned and shared among people in a society. s Culture contains smaller subcultures. b Subcultures are groups of people within a culture with shared value systems. For example, s Cosplay s Punk rock c Potential target customers; inspiration for designing marketing program 5 Groups b Membership groups are the actual groups to which a person belongs. b Aspirational groups are groups to which an individual wishes to belong. c Influence choice of products that are visible to the group or the public Buyer Characteristics: Social 6 b Opinion leaders in a group: People within a group with special skills, knowledge, personality, or other characteristics that can exert social influence on others. c Identify or create opinion leaders to spread the word through social network. c Use online social network: e.g., blog, facebook c Creating buzz is crucial c Lacking control Buyer Characteristics: Social 7 b Opinion leaders in a group: People within a group with special skills, knowledge, personality, or other characteristics that can exert social influence on others. c Identify or create opinion leaders to spread the word through social network. c Use online social network: e.g., blog, facebook c Creating buzz is crucial c Lacking control Buyer Characteristics: Social 8 Family b Husband-wife s Who make the decision?...
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This note was uploaded on 02/22/2010 for the course FBE BUSI1004 taught by Professor Qiu. during the Winter '09 term at HKU.

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ch4 - Buyer Behavior 4 BUSI 1004 Marketing Instructor QIU...

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