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Chapter 6 Analyzing Consumer Markets and Buying Behavior

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Presentation on theme: "Chapter 6 Analyzing Consumer Markets and Buying Behavior"— Presentation transcript:

1 Chapter 6 Analyzing Consumer Markets and Buying Behavior
Marketing Management Tenth Edition Philip Kotler

2 Objectives Influences on Buying Behavior Buyer Decision Making

3 Simple Response Model Stimulus Organism Response

4 Cultural Factors Culture Subculture Social Class Buyer

5 Social Factors Reference Groups Family Roles & Statuses

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 Psychological Factors
Motivation Perception Beliefs & Attitudes Learning

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

9 Decision Making Sets Total Set Aware- ness Consid- Set eration Set
Choice Set Decision

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