Chapter 05 - 5 PrinciplesofMarketing ConsumerMarketsand...

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Consumer Markets and  Consumer Buyer Behavior 5 5 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Define the consumer market and construct a simple  model of consumer buyer behavior 2. Name the four major factors that influence  consumer buyer behavior 3. List and understand the major types of buying  decision behavior and the stages in the buyer  decision process 4. Describe the adoption and diffusion process for new  products 5--2
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Chapter Outline 1. Model of Consumer Behavior 2. Characteristics Affecting Consumer  Behavior 3. Types of Buying Decision Behavior 4. The Buyer Decision Process 5. The Buyer Decision Process for New  Products 6. Consumer Behavior Across International  Borders 5-3
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Model of Consumer Behavior Consumer buyer behavior  refers to the buying  behavior of final consumers—individuals  and households who buy goods and  services for personal consumption Consumer market  refers to all of the personal  consumption of final consumers 5-4
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Model of Consumer Behavior 5-5 Marketing stimuli  consists of the 4 Ps P roduct P rice P lace P romotion Other stimuli include: Economic forces Technological forces Political forces Cultural forces
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Characteristics Affecting     Consumer  Behavior 5-6 Cultural Factors Buyer’s culture Buyer’s subculture Buyer’s social class Social Factors Reference groups Family Roles and status
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Characteristics Affecting     Consumer  Behavior 5-7 Personal Factors Age and life-cycle  stage Occupation  Economic situation Lifestyle Personality and self- concept Psychological  Factors Motivation Perception Learning Beliefs and attitudes
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Characteristics Affecting     Consumer  Behavior 5-8 Culture  is the learned values,  perceptions, wants, and behavior from  family and other important institutions
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Characteristics Affecting     Consumer  Behavior Subculture  are groups of people within a  culture with shared value systems  based on common life experiences and  situations Hispanic African American Asian Mature consumers 5-9
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Characteristics Affecting               Consumer Behavior 5-10 Social classes   are society’s relatively  permanent and ordered divisions whose  members share similar values,  interests, and behaviors Social class is measured by a combination of occupation, income, education,  wealth, and other variables
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Characteristics Affecting     Consumer  Behavior 5-11 The major American social classes    Upper class    Middle class    Working class    Lower class
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Characteristics Affecting     Consumer  Behavior 5-12 Social Factors
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This note was uploaded on 04/08/2011 for the course BUS 312 taught by Professor Wittenberg,h during the Spring '08 term at University of Hawaii, Manoa.

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Chapter 05 - 5 PrinciplesofMarketing ConsumerMarketsand...

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