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Consumer Behavior. I ntroduction …. Lec. 1. Harcourt, Inc. First of all …. Let's confirm. Student assessment. 20 % midterm exam 20 % work assessment 60 % final exam. PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Consumer Behavior. Consumer Behavior
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Consumer Behavior Introduction … Lec. 1 Harcourt, Inc.
First of all … • Let's confirm
Student assessment • 20 % midterm exam • 20 % work assessment • 60 % final exam
PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Consumer Behavior
Consumer Behavior Sixth Edition 2012 Wayne D.Hoyer Deborah J.Maclinns Rik Pieters
Consumer Buying Behaviorrefers to the buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption. Study consumer behavior to answer: “How do consumers respond to marketing efforts the company might use?” Consumer Buying Behavior
The Nature of Consumer Behavior and Decision Making • Consumer Behavior: • The mental and emotional processes and physical activities people engage in when they select, purchase, use, and dispose of products or services to satisfy particular needs and desires.
Marketing and Other Stimuli Product Price Place Promotion Economic Technological Political Cultural Buyer’s Black Box Model of Consumer Behavior Characteristics Affecting Consumer Behavior Buyer’s Decision Process Buyer’s Response Purchase Timing Purchase Amount Product Choice Brand Choice Dealer Choice
Culture Characteristics Affecting Consumer Behavior Social Personal Psychological Buyer
Figure 6-2: Factors Influencing Consumer Behavior
Culture • Most basic cause of a person's • wants and behavior. Factors Affecting Consumer Behavior: • Subculture • Groups of people with shared value systems based on common life experiences. • Social Class • People within a social class tend to exhibit similar buying behavior. • Occupation • Income • Education • Wealth