对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 03 Consumer Buying Behavior

Principles of Marketing 3一1 Session 3 Consumer Buying Behavior Text:Chapter 5 對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 3－1 Consumer Buying Behavior Principles of Marketing Session 3 Text: Chapter 5

Outline 3-2 I.Factors Affecting Consumer Behavior II.Types of Buying Decision Behavior III.The Buyer Decision Process IV.The Buyer Decision Process for New Products 對计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 3－2 Outline I. Factors Affecting Consumer Behavior II. Types of Buying Decision Behavior III. The Buyer Decision Process IV. The Buyer Decision Process for New Products

Model of Consumer Behavior 3-3 Marketing and Other Stimuli Buyer's Black Box Buyer's Response 雒對酒价置昌大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 3－3 Marketing and Other Stimuli Model of Consumer Behavior Buyer’s Black Box Buyer’s Response

Factors Influencing Consumer Behavior Cultural Social Culture Family 3-4 *Subculture Reference groups Social Class ◇Roles&status Psychological ◇Motivation Consumer Buyers'responses Perception .Product service Learning (memory) category selection ◇Beliefs&attitudes BUYER DECISION PROCESS .Brand selection Reseller selection ◇Personality& self-concept Experiences urchase timing Lifestyle repurchase intervals .Purchase amount Personal Age lifecycle stage ◇Occupation Marketing programs Environmental influences ◇Education Marketing objectives Economic Economic situation Marketing strategy Technological Marketing mix ◇Political 對计至（竹置多土孝 国际商学院市场营销学系 15 University of Intemational Business and Economics

国际商学院 市场营销学系 3－4 Cultural •Culture •Subculture •Social Class Social •Family •Reference groups •Roles & status Psychological •Motivation •Perception •Learning (memory) •Beliefs & attitudes •Personality & self-concept Personal •Age & lifecycle stage •Occupation •Education •Economic situation Buyers’ responses •Product service & category selection •Brand selection •Reseller selection •Purchase timing & repurchase intervals •Purchase amount Marketing programs •Marketing objectives •Marketing strategy •Marketing mix Environmental influences •Economic •Technological •Political Consumer BUYER DECISION PROCESS Lifestyle Experiences Factors Influencing Consumer Behavior

1.Factors Affecting Consumer Behavior 滋 封至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business and Economic

I. Factors Affecting Consumer Behavior 国际商学院 市场营销学系

Factors Influencing Consumer Behavior 3-6 Cultural Social Personal Culture Psycho- Reference Age and iě-cycle Togical groups Occupation Motivation Sub- Perception Buyer culture Family Economic situation Learning Lifestyle Beliefs and Social Roles Personality attitudes class and and status self-concept 對至（竹宜多大导 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 3－6 Factors Influencing Consumer Behavior Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho￾logical Motivation Perception Learning Beliefs and attitudes Buyer Culture Sub￾culture Social class Cultural

Characteristics of Culture 3-7 Prescriptive Socially Shared Culture Communicatiop Facility 7 Cumulative Learned 滋 對计至（竹置多 国际商学院市场营销学系 University of Intemational Business and Economi

国际商学院 市场营销学系 3－7 Characteristics of Culture Learned Communication Facility Prescriptive Cumulative Socially Shared Culture

Subcultures 3-8 Nationalities Religions Racial groups Geographic regions Special interests 篮谢好酒哈复多大生 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 3－8 Subcultures Nationalities Religions Racial groups Geographic regions Special interests

Characteristics of Social Classes 3-9 Within a class,people tend to behave alike Social class conveys perceptions of inferior or superior position Class may be indicated by a cluster of variables (occupation,income,wealth) Class designation is mobile over time 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 3－9 Characteristics of Social Classes  Within a class, people tend to behave alike  Social class conveys perceptions of inferior or superior position  Class may be indicated by a cluster of variables (occupation, income, wealth)  Class designation is mobile over time

Social Factors 3-10 Family Reference Groups Roles and Status 對酒（所至多大芳 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 3－10 Social Factors  Family  Reference Groups  Roles and Status