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Customer Behaviour.

Published byΣτυλιανός Δασκαλοπούλου Modified over 6 years ago

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Presentation on theme: "Customer Behaviour."— Presentation transcript:

1 Customer Behaviour

2 Basic Framework Motivation Perception Search Evaluation Choice
Learning

3 Influences on Buyer

4 Cultural Factors Culture Subculture Social Class Buyer

5 Psychological Factors
Motivation Perception Beliefs & Attitudes Learning

6 Influences on Consumer Behavior
Personal Influences Influences on Consumer Behavior Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Personality & Self-Concept

7 Social Factors Reference Groups Family Roles & Statuses

8 Four Types of Buying Behavior
Complex Buying Behavior Variety- Seeking Behavior Low Involvement High Involvement Significant differences between brands Few Dissonance- Reducing Buying Behavior Habitual Buying Behavior

9

10

11

12 Organisational Buyer Behaviour
‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’ Kotler and Armstrong 1989

13 Industrial vs. consumer markets
Aspect Industrial market Consumer market

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