MKT 571 Week 2 Analyze Consumer & Organizational Buying Behavior,
MKT 571 Analyze Consumer & Organizational Buying Behavior
The Buying Decision Process
Post Purchase Behavior
Analyzing the business marketers
Organizational Buying Situations and Participants
Stages in the buying Process and Selection
Culture is the fundamental determinant of a person’s wants and behavior. Where a person is from or where they grow up (Kotler & Keller, 2012).
Within a culture there are smaller subcultures that provide more specific identification and socialization for their members. Subcultures include
When subcultures grow large and affluent enough, companies often design specialized marketing programs to serve them (Kotler & Keller, 2012).
Social classes – or divisions in a society or members who share similar values, interests, and behavior (Kotler & Keller, 2012).
Division such as: working class, middle class, upper class.
REFERENCE GROUPS are groups that have a direct or indirect influence on their attitudes or behavior (Kotler & Keller, 2012).
primary groups (family, friends, neighbors, and coworkers).
secondary groups (religious, professional)
FAMILY – is the most important consumer buying organization and family members has the most influential primary reference group. In most cases a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love from ones family (Kotler & Keller, 2012).
ROLES AND STATUS
It is possible to define a person’s position in each group (family, clubs, organizations) in terms of role and status.
Role consists of the activities a person is expected to perform.
Each role may have a status (Kotler & Keller, 2012).
Personal characteristics that influence a buyer’s decision include age and stage in the life cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and values.
Taste in food, clothes, furniture, and recreation often changes based on one’s age (Kotler & Keller, 2012).
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