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Chapter Six Analyzing Consumer Markets
By: Mary Danielle A. Najos Ateneo Graduate School of Business
May 22, 2010
Outline:• Influences of Buying Behaviour
1: Different Factors2: Key Psychological Processes3: The Buying Decision Process
• Current Landscape Examples• Summary
FACTORS that influence Consumer Buying Behaviour
Cultural Factors and Social Factors
• Social classes• Influences from different
environment
FACTORS that influence Consumer Buying Behaviour
Social Factors and Personal Factors
• Three most important influences of a person; His Family, His Religion and His Friends.
FACTORS that influence Consumer Buying BehaviourBrand Personality, a specific mix of human traits
that one can attribute to a particular brand.
• Marketers look at brand personality to target – LIFESTYLE and CORE VALUES
FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESMotivation: A need becomes a motive when is aroused to a
sufficient level of intensity to drive one to act.
FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESPerception: SELECT. ORGANIZE. INTERPRET.
FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESLearning: Behaviour arising from experience.
FACTORS that influence Consumer Buying Behaviour: KEY PYSCH PROCESSESMemory: Brand Associations, brand related thoughts, feelings,
perceptions, images, experiences.
THE BUYING DECISION PROCESS: The Five Stage ModelAt which stage a consumer spends more time?
Current Landscape
Which is your priority? WHY?
IN SUMMARY:
cfltaskforce.treasury.gov.au/.../06Chapter2.asp
Thank You!