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Bus169 Kotler Chapter 05

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Alwyn Lau
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Consumer Market Behaviour
Chapter Objectives (1) ,[object Object],[object Object],[object Object]
Chapter Objectives (2) ,[object Object],[object Object],[object Object]
What is a Consumer Market? ,[object Object],[object Object],[object Object]
Which factors have the broadest and deepest influence on consumer behaviour? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Behaviour ,[object Object],[object Object],[object Object]
Figure 5.1 A Model of Buying Behaviour
Figure 5.2 Factors Influencing Consumer Behaviour
A model of CB ,[object Object],[object Object],[object Object],[object Object]
Why does a firm study CB? ,[object Object]
Factors Influencing CB ,[object Object],[object Object],[object Object]
Psychological Influences ,[object Object],[object Object],[object Object],[object Object]
1. Motivation ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Motivation Theories
Cont’d ,[object Object],[object Object],[object Object]
Figure 5.3 Maslow’s Hierarchy of Needs
Maslow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. Perception ,[object Object],[object Object],[object Object],[object Object]
Perceptual Processes ,[object Object],[object Object],[object Object],[object Object]
3. Learning ,[object Object],[object Object],[object Object],[object Object]
A descriptive thought that a person holds about something is best described as a(n): ,[object Object],[object Object],[object Object],[object Object],[object Object]
4. Beliefs and Attitudes ,[object Object],[object Object],[object Object]
4. Cont’d ,[object Object],[object Object]
Personal Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cultural Influences ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social Influences ,[object Object],[object Object]
All of the following are included in a subculture within the cultural context EXCEPT: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 5.4 Group Influence on Product and Brand Choice
Figure 5.5 Consumer Buying Roles
Types of Buying Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
Fig 5.6 Types of Buying Behaviour
Buyer Decision Process, Fig 5.7 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]
Adoption process for New Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]
Five Adopter groups ,[object Object],[object Object],[object Object],[object Object],[object Object]
Levels of Adoption Percentage of Adopters Time of Adoption Early Late Innovators Early Adopters Early Majority 2.5% 13.5% 34% 34% 16% Laggards Late Majority
Influences on Rate of Adoption ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Bus169 Kotler Chapter 05

Editor's Notes

  1. Relates to objective 2.
  2. Answer: D Culture forms attitudes that are enduring and may be difficult to change Relates to objective 2.
  3. Relates to objectives 2, 3, 4.
  4. Relates to objectives 1 & 2
  5. Relates to objectives 1 & 2
  6. Relates to objective 2
  7. Relates to objective 2
  8. Relates to objective 2
  9. Relates to objectives 1 & 2
  10. Relates to objectives 1, 2 & 3
  11. Answer A
  12. Relates to objectives 2 & 3
  13. Relates to objectives 2 & 3
  14. Relates to objective 2
  15. Relates to objectives 2 & 3
  16. Relates to objectives 2 & 3
  17. Answer A: Gender is not determined by cultural issues although there may be culturally driven responses to gender, e.g. notions of appropriate behaviour for women.
  18. Relates to objectives 2 & 3
  19. Relates to objectives 2 & 3
  20. Relates to objective 4
  21. Relates to objective 4 & 5
  22. Relates to objective 4 & 5
  23. Relates to objective 3
  24. Relates to objective 3
  25. Relates to objective 6
  26. Relates to objective 6