Principles of Marketing MRK 152 CHAPTER 6 Understanding

Principles of Marketing MRK 152

CHAPTER 6 Understanding Consumer and Business Buyer Behavior

Chapter Outline Consumer Markets and Consumer Buyer Behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior The Buyer Decision Process for New Products Business Markets and Business Buyer Behavior Business Markets Business Buyer Behavior The Business Buying Process E-Procurement

ﻣﺴﺘﻬﻠﻚ Consumer Markets and ﺷﺮﺍﺀ Consumer Buyer Behavior ﺳﻠﻮﻙ Consumer buying behavior refers to the buying behavior of final consumers.

Factors Influencing Consumer Behavior � Subculture is a group of people with shared value systems based on common life experiences and situations.

Factors Influencing Consumer Behavior ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻤﺆﺜﺮﺓ ﻓﻲ ﺳﻠﻮﻙ ﺍﻟﻌﻤﻼﺀ Culture is the set of basic values, ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻘﻴﻢ ﺍﻷﺴﺎﺳﻴﺔ perceptions ﺍﻹﺩﺭﺍﻙ , wants and behaviors ﺳﻠﻮﻙ learned by a member of society ﻣﺠﺘﻤﻊ from family and other important institutions ﻣﺆﺴﺴﺔ

Factors Influencing Consumer Behavior ﻋﻮﺍﻣﻞ ﺍﻟﺘﺄﺜﻴﺮ ﻋﻠﻰ ﺳﻠﻮﻙ ﺍﻟﻤﺴﺘﻬﻠﻚ (Personal Factors) ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺸﺨﺼﻴﺔ Age & Life-Cycle Stage Economic Situation Lifestyle ﻧﻤﻂ ﺍﻟﺤﻴﺎﺓ Personality and Self-Concept ﺷﺨﺼﻴﺔ

ﻋﻤﻠﻴﺔ ﻣﺸﺘﺮ ﺍﻟﻘﺮﺍﺭ The Buyer Decision Process for New Products ﻣﺮﺍﺣﻞ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺒﻨﻲ Stages in the adoption process Adoption Trial Interest ﻣﺼﻠﺤﺔ Awarene ss ﻭﻋﻲ Evaluation ﺗﻘﻴﻴﻢ ﺗﺒﻨﻲ

The Business Buying Process ﻋﻤﻠﻴﺔ ﺷﺮﺍﺀ ﺍﻷﻌﻤﺎﻝ

E-Procurement ﺍﻟﻤﺸﺘﺮﻳﺎﺕ Purchasing through electronic connections ﺷﺮﺍﺀ ﻣﻦ ﺧﻼﻝ ﺍﻻﺗﺼﺎﻻﺕ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ between buyers ﻣﺸﺘﺮ and sellers – usually online. ﺑﺎﺋﻊ