菲利普.科特勒的“市场营销”讲义 (6).ppt

Chapter 6
Analyzing Consumer
Markets and
Marketing Management
Tenth Edition
Objectives
Influences on Buying Behavior
Buyer Decision Making
Simple Response Model
Stimulus
Organism
Response
Model of Buying Behavior
Buyer’s decision
process
Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior
Other
stimuli
Economic
Technological
Political
Cultural
Buyer’s
characteristics
Cultural
Social
Personal
Psychological
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Marketing
stimuli
Product
Price
Place
Promotion
Culture
Cultural Factors
Subculture
Social Class
Buyer
Social Factors
Reference
Groups
Roles &
Statuses
Family
Influences on Consumer Behavior
Personal Influences
Age and Family Life
Cycle Stage
Lifestyle
Occupation &
Economic Circumstances
Personality &
Self-Concept
Psychological Factors
Perception
Learning
Beliefs &
Attitudes
Motivation