B4 - Ch05_Consumer behavior [Compatibility Mode]

B4 - Ch05_Consumer behavior [Compatibility Mode] - Chapter...

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1 Chapter 5 Consumer Markets and Consumer Buying Behavior Dr. Hoàng Thị Phương Thảo HCMC University of Economics 2 Consumer Buying Behavior Consumer Buying Behavior refers to the buying behavior of final consumers - individuals & households who buy goods 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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2 3 Model of Buyer Behavior 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 4 Factors Influencing Consumer Behavior 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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3 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. 6 Factors Affecting Consumer Behavior: Culture Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family. Social Class Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors.
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B4 - Ch05_Consumer behavior [Compatibility Mode] - Chapter...

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