Date post: | 18-Jan-2018 |
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Consumer Markets and Buying Behavior
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Ultimate Consumer• Ultimate Consumers
buy goods for their own personal or family use.
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Consumer Market
All the individuals and
households who buy goods
and services for personal
consumption.
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Consumer Buying Behavior
The buying behavior of the final consumers-- individuals and households who buy who buy goods and services for personal consumption
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Aim of Marketing?Satisfy the needs
And Wants of customers
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CONSUMER BEHAVIOR
How individuals, groups, and organizationsselect, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy their
needs and desires
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Whirlpool’s color coded machine
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Lost Market
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What Do These Examples Show?
ScientificMethods
IntuitiveMethods
Customersfor developingnew products, product features,prices, channels, messages, and other marketing mix elements
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HOW AND WHY CONSUMERS BUY
Buyer’s Characteristics
CulturalSocialPersonalPsychological