Chapter 5-6 - Chapter Five Consumer Markets and Consumer...

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Chapter Five Consumer Markets and Consumer Buyer Behavior Dr. LE THANH LONG
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PoMKT- S3 Dr. Le Thanh Long 2 Content b Model of Consumer Behavior b Characteristics Affecting Consumer Behavior b Types of Buying Decision Behavior b The Buyer Decision Process b The Buyer Decision Process for New Products
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PoMKT- S3 Dr. Le Thanh Long 3 b Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption b Consumer market refers to all of the personal consumption of final consumers Model of Consumer Behavior
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PoMKT- S3 Dr. Le Thanh Long 4 Model of Consumer Behavior Social Factors Reference groups Family Roles and Status Personal Factors Age and life cycle stage Occupation Economic situation Lifestyle Personality and self-concept Psychological Factors Motivation Perception Learning Beliefs and attitudes Cultural Factors Culture Subculture Social Class BUYER
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PoMKT- S3 Dr. Le Thanh Long 5 Culture is the learned values, perceptions, wants, and behavior from family and other important institutions Characteristics Affecting Consumer Behavior
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PoMKT- S3 Dr. Le Thanh Long 6 b Subculture are groups of people within a culture with shared value systems based on common life experiences and situations s Hispanic s African American s Asian s Mature consumers Characteristics Affecting Consumer Behavior
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PoMKT- S3 Dr. Le Thanh Long 7 Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors b Measured by a combination of occupation, income, education, wealth, and other variables Characteristics Affecting Consumer Behavior
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PoMKT- S3 Dr. Le Thanh Long 8 Upper class s Upper uppers – 1% s Lower uppers – 2% Middle class s Upper Middles – 12% s Lower Middles – 32% Working class – 38% Lower class s Upper lowers – 9% s Lower lowers – 7% Characteristics Affecting Consumer Behavior Social Class
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PoMKT- S3 Dr. Le Thanh Long 9 Characteristics Affecting Consumer Behavior Groups and Social Networks
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PoMKT- S3 Dr. Le Thanh Long 10 Characteristics Affecting Consumer Behavior b Word-of-mouth influence and buzz marketing s Opinion leaders are people within a reference group who exert social influence on others s Also called influentials or leading adopters s Marketers identify them to use as brand ambassadors Groups and Social Networks
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PoMKT- S3 Dr. Le Thanh Long 11 Characteristics Affecting Consumer Behavior b Online social networks are online communities where people socialize or exchange information and opinions b Include blogs, social networking sites (facebook), virtual worlds (second life) Groups and Social Networks
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PoMKT- S3 Dr. Le Thanh Long 12 Characteristics Affecting Consumer Behavior b Family is the most important consumer-buying organization in society b Social roles and status are the groups, family, clubs, and organizations that a person belongs to that can define role and social status Social Factors
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This note was uploaded on 04/09/2011 for the course MARKETING 2011 taught by Professor Huyduong during the Spring '11 term at International University in Germany.

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Chapter 5-6 - Chapter Five Consumer Markets and Consumer...

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