tailieunhanh - Lecture Basic Marketing: A global-managerial approach: Chapter 6 - William D. Perreault, E. Jerome McCarthy

In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual's buying behaviour, understand how social influences affect an individual's and a household's buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin). | Chapter 6: Behavioral Dimensions of the Consumer Market When you finish this chapter, you should 6-2 Chapter 6 Objectives 1. Understand the economic-buyer model of buyer behavior. 2. Understand how psychological variables affect an individual’s buying behavior. 3. Understand how social influences affect an individual’s and household’s buying behavior. 4. See why the purchase situation has an effect on consumer behavior. 5. Know how consumers use problem-solving processes. 6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli. 7. Understand the important new terms. A Model of Buyer Behavior 6-3 Purchase Reason Time Surroundings Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Psychological Variables Family Social Class Reference Groups Culture Social Influence Problem-Solving Process Person Does or Does Not Purchase (Response) Marketing Mixes All Other Stimuli Person Making Decision Exhibit 6-1 Summary Overview Several behavioral sciences contribute to the marketer’s understanding of why consumers behave as they do. The basic model of consumer behavior shown on the slide integrates many of these influences. Teaching Tip: Economics and psychology are often cited as sources for marketers but marketing also derives a great deal of knowledge about consumer behavior from sociology, anthropology, and communication theory. Economic Models of Consumer Behavior Needs. Economists often assume that consumers are people who know all the facts and logically compare choices in terms of cost and value received to get the greatest satisfaction for their time and money. Economic Needs. Economic needs are concerned with making the best use of a consumer’s time and money-- from the consumer’s point of view. Although useful, this view is probably too simplistic to cover all consumer behavior. Consequently, marketers try to identify sets of factors affecting the choices consumers make. These include psychological | Chapter 6: Behavioral Dimensions of the Consumer Market When you finish this chapter, you should 6-2 Chapter 6 Objectives 1. Understand the economic-buyer model of buyer behavior. 2. Understand how psychological variables affect an individual’s buying behavior. 3. Understand how social influences affect an individual’s and household’s buying behavior. 4. See why the purchase situation has an effect on consumer behavior. 5. Know how consumers use problem-solving processes. 6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli. 7. Understand the important new terms. A Model of Buyer Behavior 6-3 Purchase Reason Time Surroundings Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Psychological Variables Family Social Class Reference Groups Culture Social Influence Problem-Solving Process Person Does or Does Not Purchase (Response) Marketing Mixes All Other Stimuli Person Making Decision Exhibit 6-1 Summary Overview .