chapter 5 marketing

• Consumer behavior


  Characteristics affecting consumer behavior, and cultural, social, personal, and psychological factors that influence consumers
• Buyer decision process

  1. Need recognition

  2. Information search

  3. Evaluation of alternatives

  4. Purchase decision

  5. Postpurchase behavior
• Extended problem-solving

  Buying process
• Limited problem-solving

  Buying process
• Habitual problem-solving

  Buying process
• Factors influencing the buying process

  • Roles in buying process
  • Initiator
  • Influencer
  • Decider
  • Buyer
  • User
• Red is the color of blood, and because of this it has historically been associated with sacrifice, danger and courage
• Participants in organizational buying process

  • Users
  • Influencers
  • Deciders
  • Approvers
  • Buyers
  • Gatekeepers
• Organizational buying process

  1. Problem recognition

  2. General need description

  3. Product specification

  4. Supplier search

  5. Supplier selection

  6. Proposal

  7. Solicitations

  8. Performance review

  9. Order-routine specification
• Trends in consumer behavior

  • Ethical products
  • Health consciousness
  • Customization
  • Convenience and speed
  • Spiritual enlightenment