CHAPTER 6 Understanding Consumer and Business Buyer Behavior
CHAPTER 6 Understanding Consumer and Business Buyer Behavior
Consumer Markets and ﺷﺮﺍﺀ Consumer Buyer Behavior ﺳﻠﻮﻙ ﻣﺴﺘﻬﻠﻚ Consumer buying behavior refers to the buying behavior of final consumers.
Factors Influencing Consumer Behavior ﺛﻘﺎﻓﺔ ﺍﺟﺘﻤﺎﻋﻲ ﻧﻔﺴﻲ
Factors Influencing Consumer Behavior ﺍﻟﻌﻤﻼﺀ ﺳﻠﻮﻙ ﻓﻲ ﺍﻟﻤﺆﺜﺮﺓ ﺍﻟﻌﻮﺍﻣﻞ Culture is the set of basic values, ﺍﻷﺴﺎﺳﻴﺔ ﺍﻟﻘﻴﻢ ﻣﻦ ﻣﺠﻤﻮﻋﺔ ﺍﻹﺩﺭﺍﻙ perceptions , wants and behaviors ﺳﻠﻮﻙ learned by a member of society ﻣﺠﺘﻤﻊ from family and other important institutions ﻣﺆﺴﺴﺔ
Factors Influencing Consumer Behavior ﺍﻟﻤﺸﺘﺮﻛﺔ ﻓﺮﻋﻴﺔ ﺛﻘﺎﻓﺔ Subculture is a group of people with shared • value systems ﺍﻟﻨﻈﺎﻡ ﻗﻴﻤﺔ ﻣﺸﺘﺮﻙ based on common ﺣﻴﺎﺓ life experiences and situations.
Factors Influencing Consumer Behavior (Personal Factors) ﺍﻟﻤﺴﺘﻬﻠﻚ ﺳﻠﻮﻙ ﻋﻠﻰ ﺍﻟﺘﺄﺜﻴﺮ ﻋﻮﺍﻣﻞ ﺍﻟﺸﺨﺼﻴﺔ ﺍﻟﻌﻮﺍﻣﻞ Age & Life-Cycle Stage Economic Situation Lifestyle ﺍﻟﺤﻴﺎﺓ ﻧﻤﻂ Personality and Self-Concept ﺷﺨﺼﻴﺔ
ﺍﻟﻘﺮﺍﺭ ﻣﺸﺘﺮ ﻋﻤﻠﻴﺔ The Buyer Decision Process for New Products Stages in the adoption process ﺍﻟﺘﺒﻨﻲ ﻋﻤﻠﻴﺔ ﻓﻲ ﻣﺮﺍﺣﻞ Adoption Trial Evaluation ﻣﺤﺎﻛﻤﺔ ﺗﻘﻴﻴﻢ Interest ﻣﺼﻠﺤﺔ Awareness ﻭﻋﻲ ﺗﺒﻨﻲ
E-Procurement Purchasing through electronic connections ﻣﺸﺘﺮ between buyers and sellers – usually online. ﺑﺎﺋﻊ ﺍﻟﻤﺸﺘﺮﻳﺎﺕ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﺍﻻﺗﺼﺎﻻﺕ ﺧﻼﻝ ﻣﻦ ﺷﺮﺍﺀ
MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING Books Title: Marketing Management (Analysis, Planning. Implementation and Control Author(s): Philip Kotler Edition/Year: Eighth / 2006 Title: Strategic Marketing Author(s): David W. Cravens & Nigel F. Piercy Edition/Year: Tenth / 2006
- Slides: 13