1、Chapter 3,Analyzing Consumer Markets and Buying Behavior,Chapter Objectives,1. How do the buyers characteristics cultural, social, personal, and psychological influence buying behavior? 2. How does the buyer make purchasing decisions?,Definitions,Consumer buyer behavior refers to the buying behavior
2、 of final consumers individuals and households who buy goods and services for personal consumption All of these final consumers combine to make up the consumer market,I、Influencing buyer behavior,The starting point for understanding buyer behavior is the stimulus-response model .,Model of Buying Beh
3、avior,Buyers Black Box,1、Cultural Factors,Buyer,2、Social Factors,Reference Groups,Roles & Statuses,Family,3、Personal factors,Personal Influences,Values and Lifestyle Survey,4、Psychological Factors,Perception,Learning,Beliefs & Attitudes,Motivation,Maslows Hierarchy of Needs,小结：,II、The buying decision process,Buying roles: Initiator Influencer Decider Buyer User,Four Types of Buying Behavior,Complex Buying Behavior,Dissonance- Reducing Buying Behavior,Variety- Seeking Behavior,Habitual Buying Behavior,High Involvement,Low Involvement,III、Consumer Buying Process,Problem recognition,
