Monday 9 April 2012

Consumer buying behavior in Marketing Management

The following discussion agenda examines the topic of consumer buying behavior in Marketing Management:

  1. Influences on buyer behavior
    • cultural factors
    • social factors
    • personal factors
    • psychological factors
  2. The buying decision process
    • buying roles
    • buying behavior
    • Stages of the buying decision process
      • problem recognition>information search>evaluation of alternatives>purchase decision>postpurchase behavior
    • Other models of the buying decision process:
      • Health model, customer activity cycle model



Reference
Kotler, P. (2003) "Chapter 7: analyzing consumer markets and buyer behavior", Prentice Hall.

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