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International researchers follow the same steps but often face more and different problems. They have to deal with diverse markets inmany different countries. They face scarcity on good secondary data, so they often just collect their own primary data. However,collecting secondary data internationally is hard. Most marketing research benefits both the sponsoring company and its consumers. However, the misuse can also harm or annoyconsumers. Two major public policy and ethics issues are intrusions on consumer privacy and the misuse of research findings.Chapter 5: Consumer and Business Buyer BehaviorLesson Objectives Define consumer market,and create a simple consumer buyer behavior model (198-199)Describe the four factors that influence consumer behavior (1999-212)Describe the 5 steps of the buyer decision process (212-215)Outline the stages in the adoption process, and discuss the influence of the individual differences and products characteristicson new product adoption (215-218)Define business market, and explain how these markets differ from consumer markets (218-221)Describe 3 major types of buying situations (221-222)List the participants in the business buying process (222)Discuss the four major influences on business buyers (222-223)Describe the 8 stages of the business buying process (224-225)Discuss the growing trend of e-procurement (225-228)LO1Consumer buyer behavior refers to the buying behavior of final consumers- individuals and households that buy goods and servicesfor personal consumption. All of these final consumers combine to make up the consumer market. Consumers make many purchasedecisions, and some of these are more complex than others. Marketers can study actual consumer purchases to find out what they buy,where, and how much. The extended definition of consumer behavior means that, in order to build brand loyalty and lastingrelationships with their customers, marketers must be aware of a number of issues before, during, and after purchases. 16
Characteristics affecting consumer behavior: Consumer purchases are influenced strongly by cultural, social, personal, andpsychological characteristics.Culture is the most basic values, perceptions, wants, and behaviors learned by a member of society from family and other importantinstitutions. Marketers are always trying to spot cultural shifts so as to discover new products that be might wanted: ie health andfitness. Subculture, or groups of people with shares value systems based on common life experiences and situations ie: nationality,religions etc. Many marketers now embrace cross-cultural marketing which includes ethnic themes and cross-cultural perspectiveswithin a brand’s mainstream marketing, appealing to consumer similarities across subcultures rather than differences. Social class isrelatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. It’s determinedby number of factors such as occupation, income, education, wealth and other variables. Social classes show distinct product and