Understanding Consumer Behaviour (Philip Kotler Summary)

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Stimulus Response Model

Decision:                                                                    

  • Product Choice.
  • Brand Choice.
  • Dealer Choice.
  • Purchase Timing.
  • Purchase Amount.

Marketing Structure:

  • Product.
  • Price.
  • Place.
  • Promotion.

Other Structure:

  • Economic.
  • Technological.
  • Political.
  • Cultural.

Buyer’s Character:

  • Social.
  • Cultural.
  • Personal.
  • Psychological.

Buyer’s Decision Process:

  • Problem recognition.
  • Information search.
  • Evaluation.
  • Decision.
  • Post-Purchase behaviour.

Factors Influencing Buying Behaviour:

Cultural:

  • Culture.
  • Sub – culture.
  • Social class.

Social:

  • Reference groups.
  • Families.
  • Roles/ Status.

Personal:

  • Age/ Life cycle stage.
  • Occupation.
  • Economic circumstances.
  • Lifestyles.
  • Personality/ self concept.

Psychological:

  • Motivation.
  • Perception.
  • Learning.
  • Beliefs/ Attitudes.

8 COMMENTS

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