CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR

CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR

1. 5.1 MODEL OF CONSUMER BEHAVIOR

   • STIMULI
     • mARKETING
       • Product
       • Price
       • Place
       • Promotion
     • Other Stimuli
       • Economic
       • Technological
       • Political
       • Cultural
   • BUYER'S BLACK BOX
     • Buyer Characteristic
     • Buyer Decision Process
   • BUYER RESPONSES
     • Buying attitudes and preferences
     • Purchase behavior what the buyer buys , when , where and how much
     • Brand and company relationship behavior

2. CONSUMER BUYER BEHAVIOR

   • The buying behavior of final consumers , individual and household , who buy goods and services for personal consumption

3. CONSUMER MARKET

   • All the individuals and households who buy or acquire goods and services for personal consumption

4. 5.2 CHARACTERISTIC AFFECTING CONSUMER BEHAVIOR

   • CULTURAL
     • Culture
     • Subculture
     • Social Class
   • SOCIAL
     • Reference groups
     • Family
     • Roles and status
   • PERSONAL
     • Age and life-cycle stage
     • Occupation
     • Economic situation
     • Lifestyle
     • Personality and self-concept
   • PSYCHOLOGICAL
     • Motivation
     • Perception
     • Learning
     • Beliefs and attitudes

5. 5.3 TYPES OF BUYING DECISION BEHAVIOR

   • FOUR TYPES OF BUYING BEHAVIOR
     • COMPLEX BUYING BEHAVIOR - high involvement and significant differences between brands
     • VARIETY-SEEKING BUYING BEHAVIOR - low involvement and significant differences between brands
     • DISSONANCE-REDUCING BUYING BEHAVIOR - high involvement and few differences between brands
     • HABITUAL BUYING BEHAVIOR - low involvement and few differences between brands

6. 5.4 THE BUYER DECISION PROCESS

   • Need recognition
     • Information search
       • Evaluation of alternatives
         • Purchase decision
           • Post-purchase behavior

7. 5.5 THE BUYER DECISION PROCESS FOR NEW PRODUCTS

   • Awareness
     • Interest
       • Evaluation
         • Trial
           • Adoption

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