Giáo án Marketing Management CHAPTER 6: ANALYZING CONSUMER MARKETS Consumer behavior Is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, idea, or experience to satisfy their needs and wants.
MARKETING MANAGEMENT CHAPTER 6: ANALYZING CONSUMER MARKETS LECTURER: LE HONG DAC Nguyen Thi Ngoc Mai Nguyen Hong Phuc GROUP Nguyen Thanh Truc Dang Quoc Binh Tran Thi Que Chi CONTENT What influence consumer behavior? Key psychological processes The buying decision process: The five-stage Model Other theories of consumer decision making Debates & discussions Consumer behavior Is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, idea, or experience to satisfy their needs and wants Section What influence sumer behavior? Culture Factors Social Factors Personal Factors Culture Factors • Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization process with family and other key institutions • Each culture consists of smaller Subcultures that provide more specific identification and socialization for their members Social Factors In addition to cultural factors, social factors such as reference groups, family, and social roles and statuses affect our buying behavior Reference groups Family Roles & status