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Behavior
04/29/2015
Consumer buyer behavior
Buying behavior of final consumers
Consumer Market
All the individual and households that buy or acquire goods ands
services for personal consumption
Model Buyer Behavior
Cultural Factors
Culture
o Set of basic values, perceptions, wants, and behaviors
learned by an individual from family and other important
institutions
Subculture
o Group of people with shared value systems based on common
life experiences and situations
o Cross-cultural marketing: Including ethnic themes and
cross-cultural perspectives within a brands mainstream
marketing
Social Class
o Relatively permanent and ordered divisions in a society whose
members share similar values, interests and behaviors
Social Factors
Personal Factors
Groups
Word-ofmouth
influence
Opinion
leader
Online
social
networks
Family
Roles and
status
Age and
life-cycle
stage
Occupation
Lifestyle
Economic
situation
Personality
and selfconcept
Psychological Factors
Motivatio Perceptio
n
n
Beliefs
Learning
and
Attitudes
Buyer Decision Process
Awarene
Evaluatio
Interest
ss
n
Trial
Adoption
Characteristics Influencing an Innovations Rate of Adoption
Relative
advantage
Compatibilit
y
Divisibility
Complexity
Communica
bility
E-Procurement
Purchasing through electronic connections between buyers and
sellersusually online
E-procurement occurs through:
o Reverse auctions
o Online trading exchanges
o Company buying sites
o Extranet links with key suppliers
Benefits & Problems of E-Procurement
Benefits
Problems