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Kotler06exs Analyzing Consumer Markets And Buyer Behavior
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Kotler06exs Analyzing Consumer Markets And Buyer Behavior

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  • 1. Chapter 6 Analyzing Consumer Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport
  • 2. Objectives
    • Determine how cultural, social, personal, and psychological factors influence consumer buying behavior.
    • Describe how the consumer makes a purchasing decision.
  • 3. Consumer Behavior
    • The field of Consumer Behavior :
      • “studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.”
  • 4. How and Why Consumers Buy
    • Buying behavior is influenced by:
      • Cultural factors
      • Social factors
      • Personal factors
      • Psychological factors
  • 5. How and Why Consumers Buy
    • Influence Factors
    • Cultural
    • Social
    • Personal
    • Psychological
    • Exert broadest and deepest influence
    • Culture
    • Subculture
    • Social classes
  • 6. How and Why Consumers Buy
    • Upper Uppers
    • Lower Uppers
    • Upper Middles
    • Middle Class
    • Working Class
    • Upper Lowers
    Major U.S. Social Classes
    • Lower Lowers
  • 7. How and Why Consumers Buy
    • Influence Factors
    • Cultural
    • Social
    • Personal
    • Psychological
    • Reference groups
      • Membership
        • Primary vs. secondary
      • Aspirational vs. dissociative
    • Family
    • Social roles and statuses
  • 8. How and Why Consumers Buy
    • Influence Factors
    • Cultural
    • Social
    • Personal
    • Psychological
    • Age
    • Stage in life cycle
    • Occupation
    • Economic circumstances
    • Lifestyle
    • Personality
    • Self-concept
  • 9. How and Why Consumers Buy
    • Actualizers
    • Fulfilleds
    • Achievers
    • Experiencers
    • Believers
    • Strivers
    • Makers
    • Strugglers
    VALS 2 classifies U.S. adults into eight psychographic groups
  • 10. How and Why Consumers Buy
    • Influence Factors
    • Cultural
    • Social
    • Personal
    • Psychological
    • Motivation
    • Perception
    • Learning
    • Beliefs
    • Attitudes
  • 11. Consumer Buying Decision Process
    • In addition to understanding how these factors influence consumers, marketers must identify and understand:
      • Who makes the buying decision
      • The types of buying decisions
      • The stages in the buying process
  • 12. Consumer Buying Decision Process
    • Understand
    • Buying roles
    • Buying behavior
    • Buying decision process
    • Initiator
    • Influencer
    • Decider
    • Buyer
    • User
  • 13. Consumer Buying Decision Process
    • Understand
    • Buying roles
    • Buying behavior
    • Buying decision process
    • Complex buying behavior
    • Dissonance-reducing buying behavior
    • Habitual buying behavior
    • Variety-seeking buying behavior
  • 14. Consumer Buying Decision Process
    • Understand
    • Buying roles
    • Buying behavior
    • Buying decision process
    • Problem recognition
    • Information search
    • Evaluation of alternatives
    • Purchase decision
    • Postpurchase behavior
  • 15. Consumer Buying Decision Process
    • Postpurchase Behavior:
      • Consumers’ expectations are compared to performance
      • Postpurchase satisfaction influences future behavior
        • Purchasing behavior
        • Word-of-mouth communications
  • 16. Consumer Buying Decision Process
    • Marketers should attempt to influence and monitor postpurchase behavior
      • Postpurchase communications reduce dissonance, returns, and order cancellations
      • Talk with customers to discover new uses for existing products
      • Investigate methods of product disposal