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Consumer Behavior Chapter 5

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Mehmet Cihangir
Mehmet Cihangir

The document discusses consumer buyer behavior and marketing concepts. It outlines four main goals: 1) Learn the consumer market and model of buyer behavior, 2) Know the four factors influencing buyer behavior, 3) Understand types of buying decisions and stages in the buying process, and 4) Comprehend the adoption and diffusion process for new products. It provides details on stimulus-response models, characteristics affecting consumer behavior like culture, groups, and psychological factors. It also examines the different stages in the buyer decision process and classifications of adopter categories for new products.

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Consumer Markets and Consumer Buyer Behavior Chapter 5
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Case Study Harley Davidson ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Definitions ,[object Object],[object Object],Goal 1: Learn the consumer market & construct model of buyer behavior
Stimulus-Response Model of Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Buyer Response Product choice Brand choice Dealer choice Purchase timing Purchase amount Buyer’s Black Box Buyer characteristics Buyer decision process Goal 1: Learn the consumer market & construct model of buyer behavior
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cultural Social Personal Psychological Key Factors Goal 2: Know the four factors that influence consumer buying behavior
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cultural Social Personal Psychological Key Factors Goal 2: Know the four factors that influence consumer buying behavior
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cultural Social Personal Psychological Key Factors Goal 2: Know the four factors that influence consumer buying behavior
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],Brand Personality Dimensions ,[object Object],Goal 2: Know the four factors that influence consumer buying behavior
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],Cultural Social Personal Psychological Key Factors Goal 2: Know the four factors that influence consumer buying behavior
Psychological Factors Motivation ,[object Object],[object Object],[object Object],Goal 2: Know the four factors that influence consumer buying behavior
Psychological Factors Perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Know the four factors that influence consumer buying behavior
Psychological Factors Learning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Know the four factors that influence consumer buying behavior
Psychological Factors Beliefs and Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 2: Know the four factors that influence consumer buying behavior
Types of Buying Decision Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goal 3: Understand types of buying decisions and stages in the process
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages Goal 3: Understand types of buying decisions and stages in the process
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages Goal 3: Understand types of buying decisions and stages in the process
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages Goal 3: Understand types of buying decisions and stages in the process
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages Goal 3: Understand types of buying decisions and stages in the process
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages Goal 3: Understand types of buying decisions and stages in the process
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object],Goal 4: Comprehend the diffusion & adoption process for new products
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object],Stages in the Adoption Process Adoption Goal 4: Comprehend the diffusion & adoption process for new products
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object],Goal 4: Comprehend the diffusion & adoption process for new products
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object],Product Characteristics Communicability Goal 4: Comprehend the diffusion & adoption process for new products
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object],[object Object],Goal 4: Comprehend the diffusion & adoption process for new products

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Consumer Behavior Chapter 5

  • 1. Consumer Markets and Consumer Buyer Behavior Chapter 5
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