Chapter 3 - Buyer Behavior (3)

Chapter 3 - Buyer Behavior (3) - CHAPTER 3 BUYER BEHAVIOR...

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CHAPTER 3 BUYER BEHAVIOR
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BUYER BEHAVIOR Buying Units and Roles Buying Process Influences on Buyer Behavior
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BUYING UNIT # of People Consumer Market One Individual More than one Family
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BUYING ROLES Buyer Purchaser of the product Influencer Person(s) who influence the sale User Person(s) who use the product
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INFLUENCERS OF BUYING PROCESS Doctors Prescription drugs Executive Gatekeeper for Secretary Vice President Professors Text Books
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BUSINESS INFLUENCE TRIANGLE Bankers Lawyers Accountants
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BUYING PROCESS Wants and Needs Pre-Purchase Activity Purchase Decision Post-Purchase Evaluation
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WANTS AND NEEDS Cure for cancer Bicycles in developing countries Safe drinking water
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PRE-PURCHASE ACTIVITY Relevant information search Evaluation of alternative choices
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RELEVANT INFORMATION SEARCH Personal Experience External Searches
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PERSONAL EXPERIENCE Previous Purchasing Previous Shopping Current Shopping
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EXTERNAL SEARCHES Formal searches Informal searches Internet searches
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FORMAL SEARCHES Magazines Newspapers TV
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INFORMAL SEARCHES Friends Family Neighbors
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INTERNET SEARCHES Car Buyers Buyer Social Networks
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Chapter 3 - Buyer Behavior (3) - CHAPTER 3 BUYER BEHAVIOR...

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