Professional Documents
Culture Documents
Analyzing Consumer
Markets and Buyer
Behavior
PowerPoint by Karen E. James
Louisiana State University - Shreveport
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 6
Objectives
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 6
Consumer Behavior
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 6
How and Why Consumers Buy
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 6
How and Why Consumers Buy
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 6
How and Why Consumers Buy
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 6
Consumer Buying Decision Process
Understand Initiator
Influencer
Buying roles Decider
Buying behavior Buyer
Buying decision User
process
Gatekeeper
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 6
Consumer Buying Decision Process
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 6
Consumer Buying Decision Process
Postpurchase Behavior:
– Consumers’ expectations are
compared to performance
– Postpurchase satisfaction
influences future behavior
Purchasingbehavior
Word-of-mouth communications
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 6
Consumer Buying Decision Process
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 6