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CONSUMER MARKET - Coggle Diagram
CONSUMER MARKET
buying roles
- influencer - a person whose view or advice influences the decision
- decider - a person who decides on any component of a buying decision
- initiator - a person who first suggests the idea of buying the product or services
- buyer - a person who makes the actual purchase
- users - a person who consumes or uses the product or services
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buyer characteristics
cultural
- culture - the set of basic values, perception, wants and behavior learned by a member of society from family and other important institutions
- subculture - a group of people with shared value systems based on common life experiences and situations
- social class - relatively permanent and ordered divisions in a society whose members share similar values, interest and behavior
social factors
- family - family members can strongly influence buyer behavior
- roles and status - the person's position in each group
- reference group - two or more people who interact to accomplish individual or mutual goals
personal factors
- occupation - a person's occupation affects the goods or services bought
- economic situation - a person's economic situation will affect product choice
- life cycle stage - buying is also shaped by the stage of the family life cycle and age
- lifestyle - a person's pattern of living as expressed in his or her activities, interest and opinion
- personality - the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment
psychological factors
- perception - the process by which people select, organize and interpret information to form a meaningful picture of the world
- learning - changes in an individual's behaviors arising from experience
- motivation - a need that is sufficiently pressing to direct the person to seek satisfaction of need
- beliefs - a descriptive thought that a person has about something
- attitudes - a person's relatively consistent evaluations, feelings and tendencies towards an object or idea
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