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  • CHAPTER 5 - Consumer Markets and Consumer Buyer Behavior

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    Khuat Thi Thu Trang K17 HL
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    Consumer markets are comprised of all personal consumption by individual and household final consumers. Marketing stimuli that influence consumer behavior include the 4Ps of marketing (Product, Price, Place, Promotion) as well as other factors like economic, technological, political and cultural forces. Consumer behavior is affected by both external cultural and social factors as well as internal personal and psychological characteristics. The consumer decision process involves multiple steps for new products as consumers gather information and ultimately make a purchase decision.

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    CHAPTER 5_ Consumer Markets and Consumer Buyer Behavior (1)

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    Consumer markets are comprised of all personal consumption by individual and household final consumers. Marketing stimuli that influence consumer behavior include the 4Ps of marketing (Product, Price, Place, Promotion) as well as other factors like economic, technological, political and cultural forces. Consumer behavior is affected by both external cultural and social factors as well as internal personal and psychological characteristics. The consumer decision process involves multiple steps for new products as consumers gather information and ultimately make a purchase decision.

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    4 views1 page

    CHAPTER 5 - Consumer Markets and Consumer Buyer Behavior

    Uploaded by

    Khuat Thi Thu Trang K17 HL
    Consumer markets are comprised of all personal consumption by individual and household final consumers. Marketing stimuli that influence consumer behavior include the 4Ps of marketing (Product, Price, Place, Promotion) as well as other factors like economic, technological, political and cultural forces. Consumer behavior is affected by both external cultural and social factors as well as internal personal and psychological characteristics. The consumer decision process involves multiple steps for new products as consumers gather information and ultimately make a purchase decision.

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    CHAPTER 5: Consumer Markets and Consumer Buyer

    Behavior
    Model of Consumer
    Consumer buyer behavior
    Buying behavior of final consumers
    individuals
    households
    Consumer market
    All personal consumption of final consumers.
    Marketing stimuli
    4Ps
    Product
    Price
    Place
    Promotion
    Other stimuli
    Economic forces
    Technological forces
    Political forces
    Cultural forces
    Characteristics Affecting Consumer Behavior
    External
    Cultural: learned values, perceptions, wants, behavior
    Subcultures: Cultures share based on
    common life experience
    situations
    Social classes
    society's relatively permanent + ordered divisions
    cultures share based on
    income
    education
    wealth
    other variables
    Upper class, Middle class, Working class, Lower class
    Social
    Groups
    Membership groups
    Direct influence
    belongs to
    Aspirational groups
    not belongs to
    wish to be in
    direct / indirect influence
    Reference groups
    comparison / reference -> forming behavior
    Opinion leaders
    within reference groups
    special skills
    exert social influence
    Internal
    Personal
    Psychological
    The Buyer Decision Process for New Products
    Buying Decision Behavior and the Buyer Decision Process

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