1 / 9

Principles of Marketing BA 390

Principles of Marketing BA 390. Fall 2006 Dr. McAlexander. Consumer Markets and Buyer Behavior. Purchase Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior. Need Recognition Information Search Evaluation of Alternatives

corby
Download Presentation

Principles of Marketing BA 390

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Principles of MarketingBA 390 Fall 2006 Dr. McAlexander

  2. Consumer Markets and Buyer Behavior Purchase Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior

  3. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Cultural Influences Culture Subculture Social Class Consumer Markets and Buyer Behavior

  4. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Social Influences Reference Groups Family Roles and Status Consumer Markets and Buyer Behavior

  5. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Personal/Psychological Influences Age and Lifecycle Lifestyle Perception Consumer Markets and Buyer Behavior

  6. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Situational Factors Physical Social Temporal Consumer Markets and Buyer Behavior

  7. Business Markets • Larger market than consumer markets • Fewer but larger buyers • Geographically concentrated • Demand is derived • Demand is more inelastic • Demand fluctuates more • Professional buyers

  8. Participants in the Buying Process • Users • Influencers • Buyers • Deciders • Gatekeepers

  9. Characteristics of Products that Affect the Rate at Which They Diffuse • Relative Advantage • Divisibility/Trialability • Communicability • Compatibility • Complexity

More Related