Kotcha06 - Chapter6 BuyerBehavior 1 (pp.178179 consumption...

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1 Chapter 6 Consumer Markets and Consumer  Buyer Behavior
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2 Consumer Buyer Behavior          (pp. 178-179) … buying behavior of final consumers -  individuals and  households  who buy goods and services for  personal  consumption Central Question  - “How do consumers respond to  various marketing efforts the company might use?”    What?  Where?  How much?   What?  Where?  How much?   Why? Why?
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3 Buyer  Responses Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase  Amount Buyer’s “Black Box”  Buyer Characteristics  Buyer Decision  Process Marketing and  Other  Stimuli Stimuli Marketing  Product  Price  Place  Promotion Other • Economic • Technological • Political • Cultural S-R Model of Buyer Behavior                                               (Fig. 6.1, pp. 179)
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4 Factors Influencing Consumer  Behavior   (Fig. 6.2, p. 179) Social Social Reference groups Family Roles and status Personal Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- Psycho- logical logical Motivation Perception Learning Beliefs and attitudes Buyer Buyer Culture Subculture Social class Cultural Cultural Most basic influences Broadest, deepest Most specific Most individual
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5 Factors Influencing Consumer  Behavior –  Cultural Factors Cultural Factors                       (pp. 180-183)                     (pp. 180-183) Subculture Subculture  -  groups of people with  shared value systems shared value systems   based on common life experiences and situations (e.g., based  on nationality, religion, race, geographic location, age, etc.)  represent  important market segments  e.g., Hispanic, African-American, Asian-American   e.g., Gen Y, Gen X, Baby Boomers, Mature Market   Culture Culture  -  the  most basic cause most basic cause  of a person's wants and behavior   progress, material comfort, individualism, freedom, humanitarianism,  youthfulness, fitness & health
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6 Factors Influencing Consumer  Behavior –  Cultural Factors Cultural Factors   (Table 6.1, pp. 183-184) Social Class Social Class   Society’s relatively permanent and ordered  divisions,   where members share  similar values, interests,  and behaviors  (including buying behavior)   Based on 
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This note was uploaded on 06/28/2010 for the course MKTG 00HP01 taught by Professor Himanshu during the Spring '10 term at Indiana Institute of Technology.

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Kotcha06 - Chapter6 BuyerBehavior 1 (pp.178179 consumption...

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