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Consumer Markets and Consumer Buyer Behavior (chapter5) - Coggle Diagram
Consumer Markets and
Consumer Buyer Behavior (chapter5)
Model of Consumer Behavior
Consumer buyer behavior
Consumer market
Characteristics Affecting Consumer Behavior
Social Factors
Group
Aspirational groups
Reference groups
Membership groups
Opinion leaders
Buzz marketing
Social networking
Roles and status
Family
Personal Factors
Economic situation
Lifestyle
AIOs
interests
opinions
activities
Occupation
Personality and self-concept
Personality
Brand personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Self-concept
Age and life-cycle stage
Cultural Factors
subculture
culture
social class
measured by
education
wealth
income
other variables
occupation
The major social classes
Middle class
Working class
Upper class
Lower class
Psychological Factors
Perception
Selective distortion
Selective retention
Selective attention
Learning
Drives
Stimuli
Cues
Responses
Reinforcement
Motivation
Abraham Maslow’s Hierarchy of Needs
Beliefs and attitudes
belief
Knowledge
Opinion
Faith
attitude
Types of Buying Decision Behavior
Complex buying behavior: xe, túi
Dissonance-reducing buying behavior: tủ lạnh máy giặt
Habitual buying behavior : thói quen mua, những brand mới khó để nhảy vô đc, như nước mắm nước tương
Variety-seeking buying behavior : mua thử nhìu hãng để thấy cái nào phù hợp skincare
The Buyer Decision Process
Need recognition
Information search
Personal sources—family and friends
Commercial sources—advertising, Internet
Public sources—mass media, consumer organizations
Experiential sources—handling, examining, using the product
Evaluation of alternatives
Purchase decision
can be affected by
Attitudes of others
Unexpected situational factors
Post-purchase behavior
Relationship between
Product’s perceived performance
Consumer’s expectations
The larger the gap
Cognitive dissonance
The Buyer Decision Process for New Products
Individual Differences in Innovation
Early majority
Late majority
Early adopters
Laggards
Influence of Product Characteristics on Rate of Adoption
Compatibility
Complexity
Relative advantage
Divisibility
process
Awareness
Interest
Evaluation
Trial
Adoption