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  • Marketing Management: Buyer Behaviour (Consumer Behaviour)

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    santhu_bhoomi9673
    74 просмотров10 страниц
    The document summarizes key aspects of buyer behavior (consumer behavior) discussed in Chapter 4, including: 1) The definition of consumer behavior as how consumers search for, purchase, use, and dispose of products and services to meet needs. 2) Five common models used to understand consumer behavior: economic, learning, psycho-analytical, sociological, and Howard-Sheth models. 3) Cultural, social, personal, and psychological factors that influence consumer behavior.

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    Ch-4

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    The document summarizes key aspects of buyer behavior (consumer behavior) discussed in Chapter 4, including: 1) The definition of consumer behavior as how consumers search for, purchase, use, and dispose of products and services to meet needs. 2) Five common models used to understand consumer behavior: economic, learning, psycho-analytical, sociological, and Howard-Sheth models. 3) Cultural, social, personal, and psychological factors that influence consumer behavior.

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    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    74 просмотров10 страниц

    Marketing Management: Buyer Behaviour (Consumer Behaviour)

    Загружено:

    santhu_bhoomi9673
    The document summarizes key aspects of buyer behavior (consumer behavior) discussed in Chapter 4, including: 1) The definition of consumer behavior as how consumers search for, purchase, use, and dispose of products and services to meet needs. 2) Five common models used to understand consumer behavior: economic, learning, psycho-analytical, sociological, and Howard-Sheth models. 3) Cultural, social, personal, and psychological factors that influence consumer behavior.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 10

    MARKETING MANAGEMENT

    Chapter 4
    BUYER BEHAVIOUR (CONSUMER BEHAVIOUR)

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Definition

    Consumer behaviour or buyer behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Buyer Behaviour Models


    1. 2. 3. 4. 5. The Economic Model The Learning Model The Psycho-Analytical Model The Sociological Model The Howard-Sheth Model

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Stimulus-Response Model

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Buying Characteristics Influencing Consumer Behaviour


    1. Cultural Culture Subculture Social class 2. Social Reference groups Family Roles and status 3. Personal Age and life cycle stage Occupation Economic situation Lifestyle Personality and self-concept 4. Psychological Motivation Perception Learning beliefs and attitudes

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Motivation

    Maslows Hierarchy of Needs

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Types of Buyer Behaviour

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Stages in the Buying Decision Process

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Characteristics of Business Markets


    1. 2. 3. 4. 5. 6. 7. Fewer buyers Larger buyers Geographically concentrated buyers Derived demand Inelastic demand Fluctuating demand Professional purchasing

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

    Chapter 4 Buyer Behaviour (Consumer Behaviour)

    Organizational Buying Process

    Himalaya Publishing House

    Marketing Management Dr. K. Karunakaran

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