国际市场营销4consumerbehavior.ppt

3) Role and status: A person belongs to many groups– family, clubs, organisations. The person’s position People -----products -------their status in society You meet the nicest people on a Honda Ⅴ. Four Types of Buying Behavior 3）Variety- Seeking Behavior ------brand differences 4）Habitual Buying Behavior -------little significant brand difference -------salt Product：facial mask Your customers： male Homework : an essay+ppt+presentation essay ( 800 words) presentation (5-8 minutes) Group: (3-5 persons) Consumer BuyingProcess Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase behavior Personal sources: family Commercial sources: advertising Public sources: mass media Experiential sources: handing Evaluation of alternatives Total Set Decision Making Sets Aware- ness Set Consid- eration Set Choice Set Decision Consumer Behaviour Across International Borders International marketers must understand such differences and adjust their products and marketing programmes accordingly. Case study: KELLOGG Review Influences on Buying Behavior Buyer Decision Making * * Objectives Influences on Buying Behavior Buyer Decision Making Case: EFFEM’s pets and their owners cats---eat what they like leave what they dislike Dogs---eat almost anything eat it quickly Cats’ food---- pleasure, variety Dogs’ food--- volume, ease of consumption owners ----- promotion ---christmas day card + can Marketing Stimuli: Other Stimuli Buyer’s black box Buyer’s responses Model of Buying Behavior Buyer’s decision process Problem recognition Information search Evaluation Decision Post purchase behavior Other stimuli Economic Technological Political Cultur