This document discusses consumer behavior and the buying decision process. It identifies factors that influence consumer behavior such as cultural, social, personal and psychological factors. It also outlines the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Key models discussed include Maslow's Hierarchy of Needs and the different sets in consumer decision making.

1. Marketing Source : Principle of Marketing, Philip Kotler1Analyzing Consumer BehaviourBy : Shinta Rahmani, SE., M.Si

2. Marketing Source : Principle of Marketing, Philip Kotler2ANALYZING CONSUMER BEHAVIORFACTORS INFLUENCING CONSUMER BEHAVIOR

3. BUYING ROLES

4. TYPES OF BUYING BEHAVIOR

5. THE BUYING DECISION PROCESSMarketing Source : Principle of Marketing, Philip Kotler3FACTORS INFLUENCING CONSUMER BEHAVIORCULTURAL FACTORS:

6. Culture

7. Sub-culture

8. Social Class

9. SOCIAL FACTORS:

10. Reference groups

11. Family

12. Roles & statuses Marketing Source : Principle of Marketing, Philip Kotler4FACTORS INFLUENCING CONSUMER BEHAVIOR(2)PERSONAL FACTORSAge and Life-Cycle Stage

13. Occupation

14. Economic Circumstances

15. Lifestyle

16. Personality & Self-conceptMarketing Source : Principle of Marketing, Philip Kotler5FACTORS INFLUENCING CONSUMER BEHAVIOR (3)PSYCHOLOGICAL FACTORSMotivation