Escolar Documentos
Profissional Documentos
Cultura Documentos
Behavior
Prof. Ahimpreet Jurry
Marketing Management
PGP/SS/2010-12//SEM1
Can Marketing be
standardised?
No.
Because cross - cultural styles,
habits, tastes, prevents such
standardisation.
Language Problems
Please leave your values at the desk - Paris hotel
Drop your trousers here for best results Bangkok laundry
The manager has personally passed all water
served here - Acapulco restaurant
Because of the impropriety of entertaining guests
of the opposite sex in the bedroom, it is suggested
that the lobby be used for the purpose. - Zurich
hotel
Ladies are requested not to have children in the
bar.- Norway bar
Purchase
Decision
Information
Search
Evaluation of
Alternatives
Post-Purchase
Evaluation
Factors Influencing
Consumer Behavior
Personal
Psychological
Social
Cultural
Personal Factors
Age
Life-Cycle Stage
Single
Newly Married Couples
Full Nest I
Full Nest II
Full Nest III
Empty Nest I
Empty Nest II
Solitary Survivor
Solitary Survivor, Retired
Personal Factors
Age
Life-Cycle Stage
Occupation
Economic Circumstances
Life Style
Psychological Factors
Wants
Psychological Factors
Motivation:
Freud
Maslow
Hierarchy of Needs
Psychological Factors
Motivation
Perception
Psychological Factors
Motivation
Perception
Learning
Psychological Factors
Motivation
Perception
Learning
Beliefs
Psychological Factors
Motivation
Perception
Learning
Beliefs
Attitudes
Functional Factors
Needs
Need over wants. Delivers to a
real need to have something.
Social Class
Relatively homogenous, enduring
divisions in a society,
hierarchically ordered with
members sharing similar values,
interests, and behaviors.
Subcultures
Groups of individuals who have similar value and
behavior patterns within the group but differ
from those in other groups.
Psychological
Psychological
Functional
Functional
Psychological
Functional
Functional
Psychological
Motive
Functional
Motive
Psychological
Motive
Consumer Buying
Behavior