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Mkt 571 Week 2 Analyze Consumer & Organizational Buying Behavior

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MKT 571 WEEK 2 ANALYZE CONSUMER & ORGANIZATIONAL BUYING BEHAVIOR

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MKT 571 Week 2 Analyze Consumer & Organizational Buying Behavior,
MKT 571 Analyze Consumer & Organizational Buying Behavior
The Buying Decision Process
Purchase Decision
Post Purchase Behavior
Analyzing the business marketers
Organizational Buying Situations and Participants\
Stages in the buying Process and Selection
Culture is the fundamental determinant of a person’s wants and behavior. Where a person is from or where they grow up (Kotler & Keller, 2012).
Within a culture there are smaller subcultures that provide more specific identification and socialization for their members. Subcultures include
Nationalities
Religions
Racial groups
When subcultures grow large and affluent enough, companies often design specialized marketing programs to serve them (Kotler & Keller, 2012).
Social classes – or divisions in a society or members who share similar values, interests, and behavior (Kotler & Keller, 2012).
Division such as: working class, middle class, upper class.
Social Factors
REFERENCE GROUPS are groups that have a direct or indirect influence on their attitudes or behavior (Kotler & Keller, 2012). membership groups primary groups (family, friends, neighbors, and coworkers). secondary groups (religious, professional)
FAMILY – is the most important consumer buying organization and family members has the most influential primary reference group. In most cases a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love from ones family (Kotler & Keller, 2012).
ROLES AND STATUS
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