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Definitions
Product choice
Brand choice
Dealer choice Buyer’s Response
Purchase timing
Purchase quantity
Consumer Behavior
Factors Influencing
Consumer Behavior
Consumer Behavior
§ Cultural
Characteristics Affecting § Social
Consumer Behavior § Personal
§ Psychological
How and Why Consumers Buy
Influence Factors
• Exert broadest and
• Cultural deepest influence
• Social • Culture
• Personal • Subculture
• Psychological
How and Why Consumers Buy
Influence Factors
• Cultural • Motivation
• Social • Perception
• Personal • Learning
• Psychological • Beliefs
• Attitudes
Consumer Decision Buying Process
Understand • Initiator
• Influencer
• Buying roles
• Decider
• Buying behavior
• Buyer
• Buying decision
process • User
Buying Behavior
Understand
• Five stages in the
• Buying roles consumer buying
• Buying behavior process
• Buying decision
process • The amount of time
spent in each stage
varies according to
several factors
Consumer’s Buyer Decision Process