case study chapter 5 mkt101

CONSUMER
MARKETS AND
CONSUMER BUYER
BEHAVIOR

TEAM
1

Truong N g o c Thanh P h u o n g
Nguyen Gia My
Tran H o ng Nhi
Nguyen Q u o c Kha nh
Tran Thi A n h


OUR
A GENDA
1.Model o f Consumer Behavior
2.Characterist Affe ct in g Consumer
Behavior
3.Types of Buying Decision
Behavior
4. The Buyer Decision
Process
5.The Buyer Decision Process o f
N e w Product


1. MODEL OF CUSTOMER
BEHAVIOUR

caf f .co


2 . CHARACTERISTICS
AFFECTING
CONSUMER
BEHAVIOR



1. CULTURE
FACTOR


CULTURE
Vietnamese people , when buying a
product , are always influenced by the
cultural elements bearing national
identity affect the value of choice .

They often buy products that feel
comfortable about prestige and
quality so rarely change .

app.co


CULTURE
The social class is based

not only on the single
factor of income , but also
on the combination of
occupation , income ,
education , wealth , and
other factors. In life, one
can rise to a higher level of
society, or fall into a lower
class.
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2 . SOCIAL


SOCIA L
GROUP AND SOCIAL NETWORK

A. Groups:
Many small groups affect
one's consumer behavior.
Reference groups including
social groups, work groups,
family, or close friends.....They
influence consumers’ attitudes
and behavior.


SOCIA L

GROUP AND SOCIAL NETWORK

B. L e a d e r Opinion
Opinion leaders are people with
expertise in certain areas.

Consumers respect these
people and often ask their
opinions before they buy goods
and services.


SOCIA L
FAMILY
One of the most
important influences on
their buying
behavior.
ROLE AND STATUS

Each role is associated with
a position - it will reflect the
overall respect of society, in line
with
that role.


GROUP AND SOCIAL NETWORK
C. O n l in e Social N e t w o r k s
T h e p o w e r of soci al n e t w o r k i n g i n b u s i n e s s a n d

o n l i n e m a r k e t i n g is e n o r m o u s .
To p r o m o t e o u r p r o d u c t s a n d build s t r o n g r e l a t i o n s h i p s
with our customers.


3 . PERSONAL
FACTOR


1. AGE AND LIFE-CYCLE
STAGE


1. AGE AND LIFE-CYCLE
STAGE


OCCUPA TION
A persons occupation affects the goods and services
bought . Mostly educated woman live in city doing
jobs such as: housewives and office worker .


ECONOMIC SITUATION
Depending

on

income

of

each

other they will choose appropriate
milk to buy .
So the target customers here that
is stable and above average.

LIFETYLE
People ' s way of life is
expressed through actions ,
attentions , views.


PSYCHOLOGICAL
Motivation
Perceptio
n
Learning


1. M o t i v a t i o n
Maslow's motive theory seeks to
explain why different times
people are motivated by other
needs together.
Human needs are arranged in
hierarchical order from the
most urgent to the most

urgent


REASONS TO USE INFANT FORMULA


2 . Perception
Selective attention
Selective
distortion
Selective retention


LEA RNING
The knowledge that
describes the changes in the
behavior of the individual from
the experience

BELIEF AND
ATTITUDE
Belief is the positive
thought that people have
about certain things.


3. Type o f Buyer
Decision Process
Complex Buying Behavior
Dissonance Reducing Buying

Behavior
Habitual Buying Behavior
Variety Seeking Buying
Behavior