《市场营销》（英文版） Chapter 6 Simple Response Model

米c Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth Edition Philip Kotler

Objectives Influences on Buying Behavior Buyer Decision Making C2000 Prentice Hall

©2000 Prentice Hall Objectives Influences on Buying Behavior Buyer Decision Making

Simple Response Model StimulusOrganism-Response C2000 Prentice Hall

©2000 Prentice Hall Simple Response Model Stimulus Organism Response

Cultural Factors Culture Subculture Social class Buyer C2000 Prentice Hall

©2000 Prentice Hall Culture Cultural Factors Subculture Social Class Buyer

Social Factors Reference Groups Roles Family Statuses C2000 Prentice Hall

©2000 Prentice Hall Social Factors Reference Groups Roles & Statuses Family

Influences on Consumer Behavior Personal Influences ge and Family Life Lifestyle Cycle Stage on onomic Circumstanc Self-Concept C2000 Prentice Hall

©2000 Prentice Hall Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Personality & Self-Concept

Psychological Factors Motivation Beliefs Attitudes Perception Learning C2000 Prentice Hall

©2000 Prentice Hall Psychological Factors Perception Learning Beliefs & Attitudes Motivation

Four Types of Buying Behavior High LoW Involvement Involvement Significant Complex Variety differences Buying Seeking between brands Behavior Behavior Few Dissonance- Habitual differences between Reducing Buying Buying brands Behavior Behavior C2000 Prentice Hall

©2000 Prentice Hall Four Types of Buying Behavior Complex Buying Behavior Dissonance￾Reducing Buying Behavior Variety￾Seeking Behavior Habitual Buying Behavior Significant differences between brands Few differences between brands High Involvement Low Involvement

Decision Making Sets Total Set Aware Consid- ness eration Set Choice Set Set Decision 墨 C2000 Prentice Hall

©2000 Prentice Hall Total Set Decision Making Sets Aware￾ness Set Consid￾eration Set Choice Set Decision