2. Definition
The study of individuals, groups, or
organizations and the processes they use
to select, secure, use, and dispose of
products, services, experiences, or ideas
to satisfy needs and the impacts that
these processes have on the consumer
and society

3. Importance
Production Policies.
Price Policies.
Rapid Innovation.
Product mix.
Competition.
Distribution Channel.
Sales Promotion.

4. Characteristics
Dynamic.
Exchanges. Interaction.

6. Factor Influencing….(Scope)
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX
BUYER'S
Marketing Environmental Buyer Decision RESPONSE
Stimuli Stimuli Characteristics Process
Problem
recognition
Information Product
Economic Attitudes
search choice
Product Technological Motivation
Alternative Brand choice
Price Political Perceptions
evaluation Dealer choice
Place Cultural Personality
Purchase Purchase
Promotion Demographic Lifestyle
decision timing
Natural Knowledge
Post- Purchase
purchase
behaviour

7. Roles
Initiator.
Influencer,
Decider.
Buyer.
User

8. High Resources, High Innovation
Believers, Strivers, Makers Actualizers
(Principles)(Status) (Action)
Low Resources, High Innovation
High Resources, Low Innovation
Strugglers Fulfilled, Achievers, Experiencers
(Principles) (Status) (Action)
Low Resources, Low Innovation