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1
Chapter 6
Consumer Markets and ConsumerBuyer Behavior
 
2
Consumer Buyer Behavior
 
(pp. 178-179)
… buying behavior of final consumers -
individuals and households
who buy goods andservices for
personal consumptionCentral Question
- “How do consumers respondto various marketing efforts the company mightuse?”
 
What? Where? How much?What? Where? How much?
Why?Why?
 
3
Buyer
ResponsesResponses
Product ChoiceBrand ChoiceDealer ChoicePurchase TimingPurchase
 Amount
 
Buyer
ResponsesResponses
Product ChoiceBrand ChoiceDealer ChoicePurchase TimingPurchase
 Amount
Buyer’s “Black Box”
BuyerCharacteristics
Buyer DecisionProcess
 
MarketingandOther
StimuliStimuli
Marketing
•Product•Price•Place•Promotion
Other
•Economic•Technological•Political•Cultural
 
MarketingandOther
StimuliStimuli
Marketing
•Product•Price•Place•Promotion
Other
•Economic•Technological•Political•Cultural
-
(Fig. 6.1, pp. 179)
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