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Marketing Management Lecture #5 (Characteristics affecting customers…
Marketing Management
Lecture #5
Consumer market:
individuals buying goods or service for
personal consumption
Consumer buyer behaviour:
behaviour of final consumers
Characteristics affecting
customers behaviour
Culture:
learned values,perceptions, wants...
Subculture:
groups of people
in a culture with shared values
Social classes:
occupation, income,
education, wealth...
Personal Factors
Economic situation
lifestyle
Age and lifecycle stage
personality
Psychological factors:
perception
selective attention
selective distortion
selective retention
beliefs and attitudes
motivation
Maslows hierarchy of needs
Four types of buying behaviour
Buyer decision process
Importance of
Post-purchase behaviour
Adoption Process:
Evaluation
Trial
Interest
Adoption
Awareness
Business markets
and business buyer
behaviour
Buying Situations
modified rebuy
new task
straight rebuy
system selling
Participants in
buying process
Buyers
Influencer
Users
Deciders
Gatekeepers
Influences on
business buyers
Interpersonal
Individual
Organisational
Buyers
Environmental
