To live a creative life, one must

loose the fear of being wrong.

Marketing Other stimuli Buyer’s Buyer’s decision process
stimuli characteristics
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation of alternatives
Promotion Cultural psychological Purchase decision
Post purchase behavior

Buyer’s
decisions
Product choice
Brand choice
Dealer choice
Time choice
Amount choice
 Cultural factors
• Culture
• subculture
• Social class
 Social factors
• Reference groups
• Family
• Roles and statuses
 Personal factors

• Age and stage in life cycle

• Occupation and economic circumstances
• Lifestyles
• Personality and self concept
 Psychological factors
• Motivation
• Perception
• Learning
• Beliefs and attitudes
Back
Back

Social class
Upper upper
Upper class Lower upper

Upper middle
Middle class Middle middle
Lower middle

Lower class Upper lower

Lower lower
Back
Reference groups

Membership Disclaimant
Member group group

Aspiration Avoidance
Not a member group group

Wants membership Does not want membership