tailieunhanh - Principles of marketing: Chapter 4 - Buyer behavior analysis

Principles of marketing: Chapter 4 - Buyer behavior analysis includes Reason to analyze buyer behavior? Cultural Factors, Personal/Demographic Factors, Stages in the Family Life Cycle. | TS Nguy n Minh Đ c PRINCIPLES OF MARKETING Chapter 4. BUYER BEHAVIOR ANALYSIS Dr. NGUY N MINH Đ C NONG LAM UNIVERSITY HCM CITY 1 Nguy n Minh Đ c 2009 The most important thing is to forecast where customers are moving, and be in front of them. 2 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh Đ c 2009 1 TS Nguy n Minh Đ c BUYER BEHAVIOR ANALYSIS § How do the buyers’ characteristics – cultural, social, personal, and psychological – influence buying behavior? § How does the buyer make purchasing decisions? § How individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. 3 Nguy n Minh Đ c 2009 Reason to analyze buyer behavior? v Keys for product development v Create characteristics of a new product v Select marketing distribution v Select message for communication v Apply marketing mix 4 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh Đ c 2009 2 TS Nguy n Minh Đ c MODEL OF BUYER’S DECISION Marketing stimuli - Product - Price - Place - Promotion Other stimuli - Economic - Technological - Political - Cultural Buyer’s Characteristics: - Cultural - Social - Personal - Psychological Buyer’s decision process: - Problem recognition - Information search - Evaluation of alternatives - Purchase decision - Post-purchase behavior Buyer’s decision - Product choice (S n ph m) - Brand choice (Nhãn hi u) - Dealer choice (C a hàng) - Purchase timing (Th i gian) - Purchase amount (S lư ng) 5 Nguy n Minh Đ c 2009 INFLUENCES OF BUYEER BEHAVIORS Cultural Psychological BUYER DECISION Social Personal 6 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh Đ c 2009 3 TS Nguy n Minh Đ c Cultural Factors v Subcultures § .