Principles of marketing: Lecture 15

Principles of marketing: Lecture 15 provide students with knowledge about: age and life cycle stage; occupation; economic situation; lifestyle; personality and self-concept; physiological needs; safety needs; physiological needs;... Please refer to this lesson for details!

MGT301 Principles of Marketing Lecture­15 Summary of   Lecture­14 Consumer Buying Behavior (cont ) Product Price Place Promotion Buyer’s decision process Product choice Brand choice Dealer choice Marketing Marketingand and Other Other Stimuli Stimuli Buyer’s Buyer’s Black Black Box Box ”what” ”what”&&“how” “how” Buyer’s Buyer’s Response Response Economic Technological Political Cultural Buyer characteristics affecting consumer behavior Purchase timing Purchase quantity Characteristics Affecting Consumer  Behavior   Cultural   Social  Personal  Psychological   Today’s Topics Cultural Social Culture Culture Reference groups Sub­ Sub­ culture culture Family Social Social class class Roles and status Personal Age and life­cycle Occupation Economic situation Lifestyle Personality and self­concept Psycho­ logical Motivation Perception Learning Beliefs and attitudes Buyer 3. Personal      a. Age and life cycle stage b. Occupation c. Economic situation d. Lifestyle e. Personality and self­concept a. Age and life cycle stage b. Occupation c. Economic situation d. Lifestyle e. Personality 4. Psychological     a. Motivation b. Perception c. Learning d. Beliefs and attitudes a. Motivation SelfActualization Maslow’s Hierarchy of Needs Esteem Social Safety Physiological Evaluation of Alternatives Steps Between Evaluation of Alternatives and a Purchase  Decision Attitude of others Evaluation of alternatives Purchase decision Purchase intention Unanticipated situational factors Purchase  Decision To buy or not to buy Determines which attributes are most important in influencing a consumer’s choice Five Factors influencing Decisions Level of consumer involvement Length of time to make decision 3.  Cost of good or service 4.  Degree of information search 5.  Number of alternatives considered Post­purchase Behavior Buyer Decision Process for New  Products      Awareness Interest Evaluation Trial Adoption Enough for today. .  Summary Consumer Buying Behavior Model of Buyer Behavior    Marketing & other  stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Responses Buyer Characteristics Buyer Decision Process Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount Characteristics Affecting Consumer  Behavior Cultural Social Culture Culture Reference groups Sub­ Sub­ culture culture Family Social Social class class Roles and status Personal Age and life­cycle Occupation Economic situation Lifestyle Personality and self­concept Psycho­ logical Motivation Perception Learning Beliefs and attitudes Buyer Buyer Decision Process Need Need Recognition Recognition Information Information Search Search Cultural, Cultural, Social, Social, Individual Individual and and Psychological Psychological Factors Factors affect affect all all steps steps Evaluation Evaluation of of Alternatives Alternatives Purchase Purchase Postpurchase Postpurchase Behavior Behavior Buyer Decision Process for New  Products      Awareness Interest Evaluation Trial Adoption Next… Business Markets and Buying Behavior MGT301 Principles of Marketing Lecture­15 ... Five Factors influencing Decisions Level? ?of? ?consumer involvement Length? ?of? ?time to make decision 3.  Cost? ?of? ?good or service 4.  Degree? ?of? ?information search 5.  Number? ?of? ?alternatives considered Post­purchase Behavior... controlled Marketing controlled Evaluation? ?of? ?Alternatives Steps Between Evaluation? ?of? ?Alternatives and a Purchase  Decision Attitude of others Evaluation of alternatives Purchase decision Purchase... Interest Evaluation Trial Adoption Next… Business Markets and Buying Behavior MGT301 Principles? ?of? ?Marketing Lecture? ?15