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(1)

Analyzing

Consumer Markets

(2)

Chapter Questions

• How do consumer characteristics

influence buying behavior?

• What major psychological processes

influence consumer responses to the

marketing program?

• How do consumers make purchasing

decisions?

(3)

What Influences

Consumer Behavior?

Cultural Factors

Cultural Factors

Social Factors

Social Factors

(4)

Subcultures

Nationalities

Nationalities

Religions

Religions

Racial groups

Racial groups

(5)

Social Factors

Reference

groups

Social

(6)
(7)
(8)
(9)
[image:9.720.52.688.65.429.2]

Figure 6.1

(10)

Key Psychological Processes

Motivation

Memory

Learning

(11)

Motivation

Freud’s

Theory

Behavior

is guided by

subconscious

Maslow’s

Hierarchy

of Needs

Behavior

is driven by

(12)
(13)
(14)

Perception

Selective Attention

Subliminal Perception

Selective Retention

(15)
[image:15.720.88.686.49.492.2]

Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

(16)
[image:16.720.71.673.47.461.2]
(17)
[image:17.720.66.665.38.383.2]
(18)
[image:18.720.36.697.40.506.2]
(19)
(20)
[image:20.720.66.663.40.449.2]

Gambar

Figure 6.1 Model of Consumer Behavior
Figure 6.4 Consumer Buying Process
Figure 6.5 Successive Sets Involved in
Table 6.4 A Consumer’s Evaluation of
+3

Referensi

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