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.

9 COMMENTS

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  2. Thanks , I have recently been looking for information about this subject for ages and yours is the best I’ve came upon till now.
    But, what about the bottom line? Are you sure in regards to the source?
    – Calator prin Romania

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