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بســــــــم الله الرحمن الرحيــــــــم

MRK 152 Mohammed Owais Qureshi Hashmi محمد عويس قرشي هاشمي Principles of Marketing

Understanding Consumer and Business Buyer Behavior CHAPTER 6

Consumer Markets and Consumer Buyer Behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior The Buyer Decision Process The Buyer Decision Process for New Products Business Markets and Business Buyer Behavior Business Markets Business Buyer Behavior The Business Buying Process E-Procurement Chapter Outline

Consumer Markets and Consumer Buyer Behavior Consumer buying behavior refers to the buying behavior of final consumers. مستهلك شراء سلوك

Model of Buyer Behavior سلوكنموذج بيئة المستهلك الصندوق الاسوداستجابة المستهلكين

Factors Influencing Consumer Behavior ثقافةاجتماعينفسي عوامل التأثير على سلوك الشراء

Factors Influencing Consumer Behavior Culture is the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions العوامل المؤثرة في سلوك العملاء مجموعة من القيم الأساسية الإدراك سلوك مجتمع مؤسسة

Factors Influencing Consumer Behavior Subculture is a group of people with shared value systems based on common life experiences and situations. ثقافة فرعية المشتركة قيمة النظام مشترك حياة

Factors Influencing Consumer Behavior (Social Factor) Small groups Family Social roles and status عوامل التأثير على سلوك المستهلك عامل اجتماعي مجموعات صغيرة أدوار ومكانة اجتماعية

Factors Influencing Consumer Behavior (Personal Factors) Age & Life-Cycle Stage Economic Situation Lifestyle Personality and Self-Concept عوامل التأثير على سلوك المستهلك العوامل الشخصية نمط الحياة شخصية

Factors Influencing Consumer Behavior Other Factors  Motivation  Perception  Learning حافز الإدراك تعلم عوامل التأثير على سلوك المستهلك عامل آخر

The Buyer Decision Process عملية مشتر القرار يجب الاعترافالبحث عن المعلوماتتقييم البديل قرار الشراءبعد سلوك الشراء

The Buyer Decision Process for New Products Stages in the adoption process Awareness Interest Evaluation Trial Adoption عملية مشتر القرار وعي مصلحة تقييم تبني مراحل في عملية التبني

The Business Buying Process عملية شراء الأعمال

E-Procurement Purchasing through electronic connections between buyers and sellers – usually online. المشتريات شراء من خلال الاتصالات الالكترونية مشتر بائع

QUESTIONS ?

MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING Books Title: Marketing Management (Analysis, Planning. Implementation and Control Author(s): Philip Kotler Edition/Year: Eighth / 2006 Title: Strategic Marketing Author(s): David W. Cravens & Nigel F. Piercy Edition/Year: Tenth / 2006