kotcha05 - Chapter 5 Consumer Markets and Consumer Buying...

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1     Chapter 5 Consumer Markets and Consumer  Buying Behavior
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2 Consumer Buying Behavior Consumer Buying Behavior refers to the  buying behavior of final consumers  and services for personal consumption. All these consumers make up the  consumer market . The central question for marketers is: “How do consumers respond to various  marketing efforts the company might use?”  
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3 Model of Buyer Behavior    (Fig. 5.1) Marketing and  Other Stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
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4 Factors Influencing  Consumer Behavior (Fig. 5.2) Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- logical Motivation Perception Learning Beliefs and attitudes Buyer Culture Sub- culture Social class Cultural
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5 Factors Affecting Consumer  Behavior: Culture   Subculture Group of people with shared  value systems based on   common life experiences. Hispanic Consumers African American Consumers Asian American Consumers Mature Consumers   Culture is the Most Basic Cause  of a Person's  Wants and Behavior.   Targeting Important Subcultures One of Sears’ most successful marketing efforts is its magazine, Neustra Gente. Click or press spacebar to return Click for graphic
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6 Factors Affecting Consumer  Behavior: Culture   Behavior Learned by a Member of Society from  Family.  
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kotcha05 - Chapter 5 Consumer Markets and Consumer Buying...

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