MKMA1112.English For MKT - Chapter 4
MKMA1112.English For MKT - Chapter 4
MKMA1112.English For MKT - Chapter 4
MARKETING FACULTY
Marketing Department
Marketers want to understand how the stimuli are changed into responses inside the
consumer’s black box, which has two parts:
- How the characteristics influence the way the consumer react to the stimuli
- The buyer decision process itself affect the consumer behaviour
Characteristics Affecting Consumer Behavior
Culture is the set of basic values, perceptions, wants, and behavior learned by a member of
society from family and other important institutions
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR
Groups and Social Networks
Groups
DISCUSS:
1.Who tends to consume products at early stages?
2.Who tends to adapt to new products much later?
THE BUYER DECISION PROCESS FOR NEW PRODUCTS