UNDERSTANDING CONSUMER AND

THEIR BUYING BEHAVIOR

Week 2

Universitas Multimedia Nusantara

www.umn.ac.id

2016/2017

THE VALUE

PROPOSITION
The whole cluster of
benefits the company
promises to deliver
www.slideshare.com/natriumz

CUSTOMER ORIENTED COMPANY

CONSUMER MARKET AND BUYER BEHAVIOR

Consumer market
All individuals and households who buy or acquire goods and services for personal
consumption

Consumer buyer behavior

The buying behavior of final consumers

Chapter 05, Page 165

Figure 5.1 Model of Buyer Behavior

Chapter 05, Page 166

Figure 5.2 Factors Influencing Consumer Behavior

VALS CLASSIFICATIONS

VALS: Values, Attitudes, Lifestyles

Chapter 05, Page 177

Figure 5.4 Maslows Hierarchy of Needs

MODEL OF CONSUMER BEHAVIOR

4 TYPES OF BUYING BEHAVIOR

ADOPTER CATEGORIZATION
ON THE BASIS OF ADOPTION OF INNOVATIONS

thank you