04 - Buyer Behavior - CHAPTER4 BUYERBEHAVIOR BUYERBEHAVIOR...

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CHAPTER 4 BUYER BEHAVIOR
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BUYER BEHAVIOR Buying Units and Roles Buying Process Influences on Buyer  Behavior
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BUYING UNIT # of                 Consumer                Business People                Market                     Market One                  Individual              Purchasing                                                        Agent More                  Family                    Buying Than One                                      Committee
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BUYING ROLES Buyer Purchaser of the product Influencer Person(s) who influence  the sale User Person(s) who use the  product
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BUYING PROCESS Wants and Needs Pre-Purchase Activity Purchase Decision Post Purchase Evaluation
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WANTS AND NEEDS Cure for cancer Bicycles in developing  countries Safe drinking water
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PREPURCHASE  ACTIVITY Relevant Information Search Buyer searching for relevant information Evaluation of alternative choices Buyer narrowing down choices 
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RELEVANT INFORMATION  SEARCH Personal Experience Formal Sources Informal Sources Internet
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PERSONAL EXPERIENCE Previous  Purchasing Previous Shopping Current Shopping
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FORMAL SOURCES Consumer Report Magazines Newspapers Advertising 
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INFORMAL SOURCES Friends Family Neighbors Office Workers
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INTERNET  INFORMATION Home Buyers Car Buyers Social Networks
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  • Spring '10
  • Cox
  • Marketing, Social network service, MySpace, buyer behavior, Psychological Influences, Buyer Influencer Purchaser, Awareness Set                      Buyer

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